eBay Promotes One-Stop Fashion Shop
You might not have known it, but more clothing and related accessories are
sold online through eBay than any other website. Now, with the launch of eBay
Fashion (fashion.ebay.com), the company is looking to build on that performance
by offering an enhanced shopping destination that includes an online mall (Brooks
Brothers, Lord & Taylor and others are signed up) plus a flash sales site
option similar to Gilt.com, Hautelook.com, Ruelala.com and others.
“EBay
Fashion delivers a visually rich and easy-to-navigate shopping experience for
savvy style seekers and bargain hunters alike, making it simple to browse and
buy from the world’s largest online selection of new, used and vintage clothing,
shoes and accessories,” said Lorrie Norrington, president of eBay Marketplaces,
in a press release. “So whether you want to shop for leading fashion
brands, or buy from a trusted eBay seller with an eye for vintage clothes and
the perfect accessories, eBay Fashion is a one-stop destination for style and
value.”
Last year, eBay’s 10 million buyers purchased $7.1 billion in clothing, according
to an Associated Press report, and the online giant is hoping that its
new look, expanded selection and buying options will grow that business even
higher. The company estimates that it will have 19 million new and used clothing
items available for purchase online every day.
Forrester Research analyst Sucharita Mulpuru told The Associated Press that
to be successful, eBay will have to overcome to a degree its “reputation
for selling used goods,” upgrade the look and experience of shopping on
the site and provide “access to a phenomenal supply of merchandise that
is priced well.’
Discussion Questions: Will eBay’s new approach to fashion
vault it to greater heights in the category? What do you see as the primary
challenges to be overcome? Where are the greatest opportunities?
I think there’s a stigma associated with eBay “fashion” that limits its potential. It’s actually a strange direction for the company to go in. I got a call from a reporter about this the other day, and I just don’t see eBay and Amazon with the same customers.
Also, even with its agreement with NRF to work against ORC, I think merchandise provenance on eBay will always be questionable.
I do think that it will be difficult for eBay to win in fashion, particularly as Gilt and others gain speed and as even more established players get snatched up and infused with capital (Richemont’s just-announced purchase of Net-a-porter.com for $532 million). However, I also doubt that is their intention. As I’ve pointed out before, retailers and etailers aren’t always playing to win, they are playing to participate and eBay certainly needs to participate in apparel at a high level. It is a high-margin key to wooing and retaining the female shoppers who influence or make the majority of all purchasing decisions and eBay provides a ready-made platform for retailers and brands seeking additional distribution.
No Way.
First, eBay is like the ultimate consignment shop…which is great, but not where you shop for off-the-runway fashion. Further, even calling it fashion is old-fashioned. In other words, they have no style or trend chops. See Zappos. See Piperlime.
eBay’s probably the wrong brand name to associate with the term “fashion” — just seems counter-intuitive. It would probably work better with a sub-brand name, IMHO. But having said that, I think they’ll do really, really well in apparel in general. Why not? Crossing the chasm between clicks and bricks has taken many twists and turns, most of which have wound up either in lame websites or kiosks, but this would be a step in the right direction. The thought of going on eBay and coming out with a very cool pair of Chuck Taylors for a great price is a premise I’m totally prepared for!
eBay seems to be able to dominate in most of the categories they venture into. Apparel could be an easy market for them to penetrate especially if their price is competitive and their quality comparative to other online stores.
Granted, “eBay fashion” is an oxymoron. They need a terrific ad campaign to change perception. I’m available.