Archive for October, 2010

On-line Fashion Battle gets Fiercer

Monday, October 4th, 2010

You can’t help but have noticed the advertising push from eBay for their ‘Fashion Outlet’  – there seem to be adverts everywhere you go and in all the magazines you read. You may be thinking that eBay has always sold fashion and what’s new about the ‘Fashion Outlet’.

Well,  eBay  realised that fashion was their best selling category and decided that they wanted an even bigger share. They set up a new ‘tab’ on the top menu between ‘categories’ and ‘motors’ and set about signing up some of the top names in Fashion. They have already aquired over 50 brands on the site including Superdry, Diesel, Nike, Top Shop etc.

Each brand can design their own outlet so, apart from the eBay logo at the top, it feels as if you’re on the brand’s own site . Now, all of these Brands have their own website so initially eBay Fashion Outlet was used to dispose of terminal stock (ends of ranges, returns, sale stock etc) but increasingly Brands are  harnessing the power of the 17m monthly visitors to introduce new stock, trial ranges and even (in the case of Karen Millen) eBay exclusive ranges.

For the Brands there is the added benefit of linking from their eBay site to their own website (and vice versa) so increasing traffic and cross sales. Another beneficial side effect is the ability to list on other eBay sites around the world giving the opportunity of testing the market overseas. If a Brand finds that they are getting good sales from ebay.de for example if may feel more confident doing their own German website version or even setting up retail outlets there.

It’s hard to fight against the power Britain’s third most visited website (after Google and Microsoft) and given the fact that the average user spends 2-3 hours on the site eBay is UK’s most ‘viewed’.

It has also been announced that ASOS, probably Britain’s most visited stand-alone fashion website, is to launch it’s own ‘Marketplace’. This will enable individuals/designers/ wholesalers/retailers to offer their own products to ASOS’s 3m subscribers and 7m unique visitors per month.

These 2 sites are going to become even more dominant forces in the on-line fashion market for Christmas and beyond.

eBay Fashion Outlet

ASOS Marketplace (holding page)

Tony Heywood – Gilcrest Services Ltd
Retail Troubleshooter
Business Turnaround and Recovery
www.gilcrest.com
www.linkedin.com/in/tonyheywood2