ONLINE auction giant eBay wants you to think of them the next time you’re shopping online.

The web marketplace has launched a new fashion site as part of a series of changes that will have it acting akin to your outlet mall or “private sale” websites.

eBay is working with fashion brands and retailers such as French Connection, DKNY, Cole Haan, Hugo Boss and Max Mara to act as sellers, bringing together new ways of selling on the new microsite at fashion.ebay.com.

The company began testing “flash” sales — short-term sales of a small collection of discounted items — late last year. It launched its “Fashion Vault” flash-sale site earlier last week in an attempt to compete with similar sites such as Gilt Groupe and ideeli.

eBay is also collaborating with designers to sell capsule collections exclusive to the website — one such collection for Narciso Rodiguez premiered this month.

But we’re wondering if buying designer collections off eBay feels like buying Stella McCartney at Target — one part sham and one try-hard chic?

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