The site, known as the Fashion Gallery, will feature only new items sold at fixed prices, in contrast to eBay’s focus on auctions for second-hand items. According to head of fashion for eBay Australia Jo-Ann Hicks, the development of the Fashion Gallery reflects changes in consumer shopping habits.

“It’s how consumers prefer to shop on eBay. Sixty per cent of all fashion items bought on ebay.com.au are at fixed prices, and 79 per cent of all fashion sales are all for new products,” she said.

A total of 28 brands have already signed to the site, including Herringbone, Seafolly, Mimco and Savile Row Company. British department store House of Fraser will also sell through the Fashion Gallery, meaning labels such as DKNY, Kenneth Cole and Love Moschino will be available.  

“We’ve seen consumers search exactly these brands on these sites, but we weren’t able to get the consistent depth and breadth of inventory people wanted,” said Hicks. “By bringing the brands on, shoppers will be able to find what they want.”In turn, retailers will be able to reach eBay’s consumer database and have access to eBay’s digital infrastructure.  

According to Hicks, items will be sold at a discount from retail price and stock will vary from that sold in stores to sale inventory items. “[The Fashion Gallery]’s been designed for the fashion consumer in mind. It’s very inspirational, very different from eBay.”