Derek Lam and eBay: A Match Made in Online Heaven
I love it when a plan comes together. Recently, Derek Lam expressed his desire to create a diffusion line – something more affordable than his main line collection. It looks like his wish was granted. Lam will create an exclusive capsule collection for eBay that will show at New York Fashion Week next February. But the fun doesn’t stop there… Lam and eBay are giving power to the people. When the collection is unveiled, anyone will be able to vote immediately online for the looks they want to go into production. The collection will then be available for purchase on eBay in spring/summer 2011.
It’s exciting to see designers pushing the boundaries with collaborations – it’s not enough to plonk an affordable line in a high street store and hope for the best. Lam is cleverly empowering his followers and bypassing the problem of knowing how many units to put into production by allowing people to vote for their favourite looks. It will also be a satisfying process for customers who will see their favourite looks go from the runway straight to their eBay cart. Can’t wait!