This was a creative exercise done within our Seller Creative Design team over at eBay in late Fall of 2017. The objective was to have one designer (me) and one copy writer (Lexi Amoriello) partner up and choose a company to study. We had chosen Poshmark as they are a very innovative company in the fashion reseller business. The purpose of this study was to see what they were doing right. Where could eBay improve?
Some key area's we studied were the language they used, fun lingo they've coined, and the look and feel of their creative assets. Of course, that could range anywhere from their emails, to app design and website. While I jokingly proposed that eBay should just acquire Poshmark, my main proposal was for eBay to create their own subsidiary for the fashion reseller market. While eBay is trying to shake the old image with new marketing, eBay will still remain eBay to many young millennials.
Before presenting some findings and showcasing a proposal: This competitive study was done as a side project on top of our day-to-day design work at eBay. Images used are "For Placement Only" purposes and will not go live on eBay (aside from demonstration purposes within this Portfolio). Any work generated by this project is not intended for use by eBay.
• 3 million daily sellers • Over 25 million items • 20% Final Value Fee
• 25 million sellers • 1 billion products • 10% Final Value Fee
While eBay has a lower Final Value Fee, how is Poshmark thriving & growing?
"Poshmark is an online marketplace that lets you browse and buy from other ladies' closets, like a friendlier, clothing-focused eBay.”
- CAITLIN MCGARRY, PCWORLD
THE SOLUTION: HIVE FASHION
After much research, eBay should consider developing a subsidiary devoted to fashion. What many people don't know, StubHub is an online ticket exchange company owned by eBay, which provides services for buyers and sellers of tickets for sports, concerts, theater and other live entertainment events. A lot of consumers don't know that StubHub is owned by eBay. With the launch of something new and fresh, this would lead to opportunities to:
Develop naming conventions similar to Poshmark's for stronger branding.
Build our own fashion-focused community on a fresh and new platform (or re-skinned platform of eBay for Fashion).
Create a unique voice to appeal to our target audience.
Become a top-of-mind company for fashion resale, just like Poshmark or ThredUp.
With all of that in mind, Lexi and I came up with a solution called HIVE FASHION. eBay would be the parent company of the HIVE, so the look and feel of HIVE would be entirely separate. It would give us opportunities to use words like "Buzz" and "Buzzworthy" so we can be consistent with our voice and branding. The design should feel more minimalistic and sleek to appeal to a millennial audience. Below is a glimpse of what eBay's fashion marketplace could ultimately look like.