I've been selling on ebay since 2003 and my friends refer to me as the ebay Queen! I also buy lots from ebay too, and have feedback for over 5000 transactions (shopaholic, moi?!)
Back when I started selling I was guaranteed to sell pretty much every item of clothing I listed regardless of the brand, because I took time to take clear photos and write good descriptions.
As time went on, the market became saturated, business sellers started listing things with free postage, etc and many small sellers couldn't compete with the competition so left.
It got to the point where the high listing fees and slow sales almost made me give up with ebay. However, the 20 free listings per month enticed me back and this week alone I’ve made £442 selling 15 items of clothing – it’s definitely been worth it.
I do find that well known brands fetch far more money than unknown ones regardless of how nice the items actually are, because people are searching for the brands they’ve heard of. That’s why I try to include as many keywords in my title as possible. For example, not “Blue dress”, but “COAST royal blue DRESS 16 tiered skirt, v-neck, wedding party prom summer”.
This definitely works – I bought said “Blue dress” on ebay last month for £40, but unfortunately it didn’t fit. I listed it with all the keywords and sold it on for £83!! I also sold an Eliza J dress for £62, a Monsoon dress for £50, a Phase Eight dress for £49 and Joules dress for £41. All had been worn once and were in excellent condition.