eBay Advertising in October Vogue | Selling

fashunu4eeuh · 2023-10-11T09:18:22.502000Z

I was surprised to see a 7-page spread in my Oct. â€˜23 Vogue magazine, highlighting some of the high-value designer goods covered by the Authenticity Guarantee program, and modeled by the chic and famous. The premise is a clever re-creation of Vogue ads from days gone by, see screen shots below. The featured celebs are 1) Twiggy in a 1967 Vogue ad, channeling herself in 2023. 2) A 1992 ad with Paulina Porizkova, re-imagined now with Rita Ora. 3) Christy Turlington Burns from 1986, re-created with Wisdom Kaye standing in today. Some of the highlighted merchandise is from Louis Vuitton, Tiffany, Cartier, Van Cleef & Arpels and other high-end designers. I was disappointed to see the sales surge eBay enjoyed during the pandemic fall back to pre-Covid numbers. It felt like eBay had no plan to retain those new and returning users when B&M stores re-opened and re-stocked. Was it because it was primarily focused on select niche categories (it calls â€œfocus categoriesâ€) and high-spending users it has named â€œenthusiast buyers?â€ These focus categories include jewelry, sneakers, handbags, and collectibles like trading cards. Marketplace Pulse reported in 2022 that enthusiast buyers are roughly 12% of active eBay buyers and shop on eBay multiple times a year and spend more than the average user. They also reported that eBay still has five categories generating over $10 billion in sales: Motors, Parts & Accessories, Electronics, Collectibles, Home and Garden, and Fashion.So I like these new ads and welcome any advertising eBay does as holiday shopping gets into full swing. I am wondering about the reach of such marketing but i donâ€™t object to it. It is not that i think that focusing on high-value customers is a bad idea, itâ€™s that i am wondering if eBay may have done so at the expense of maintaining the user base it gained during Covid. My question isâ€”why couldn't they do both? â€ƒ â€ƒâ€ƒâ€ƒâ€ƒ

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eBay Advertising in October Vogue | Selling | eBay Community