Crowdsourcing Fashion at... eBay?
Designer Derek Lam today announced plans to introduce an original collection to be sold exclusively on fashion.eBay.com - yes, eBay. What should internet retailers take away for the announcement? Perhaps that crowdsourcing is increasing in popularity and that it might just be time to starting turning over your next innovation to those that will ultimately purchase it.
Lam will leverage eBay’s global community of more than 93 million by crowdsourcing prospective pieces, with the collective consumer voice determining which are produced for the final exclusive collection. “Having a direct and immediate dialogue with the online audience is what makes fashion exciting and relevant in this moment,” said Derek Lam. “eBay’s technology offers me a unique and innovative opportunity to reach new and existing customers directly, and to create fashion they desire.”
Many brands are beginning to understand that crowdsourcing can do wonders for increasing engagement in both the near and short term. eBay is far from the only brand to try crowdsourcing; online retailer MooseJaw just last week announced a similar crowdsourcing effort.
“We are thrilled that a fashion luminary like Derek recognizes the power of eBay as a platform to directly engage style-conscious shoppers worldwide,” said Miriam Lahage, vice president and general manager of eBay Fashion. “This collaboration underscores how eBay is leveraging technology to invent new ways to shop fashion and provide access to acclaimed designers at incredible value. Our global reach enables us to expand the velocity of trade in the fashion ecosystem—helping leading-edge designers, like Derek, as well as brands and retailers, market to a new audience.”