Back in 2014, eBay came to R/GA looking for to expand their digital offering by creating a new upmarket fashion “shop” that was targeted for acquiring new merchants and a new kind of shopper. eBay wanted to significantly change their current perception of just an auction website, but experiment and build what effectively was a premium high-street online. The work included a branding exercise, competitor audits, user journey exploration and full responsive web designs. This was a ‘start-up’ type initiation that eBay was trying to execute, however, due to conflicting long-term visions within higher management, sadly the work didn’t go live. Fast forward to today, they ended up building a basic “Brand Outlet” which catered to a specific set of brands.
Your Avenue (powered by ebay)
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