By: Kelly Ahern, guest blogger
Who doesnâ€™t love a little fashion funâ€”especially when it consists of designer luxury from the comfort of your own home?
Fashion legend Derek Lam and eBay, the worldâ€™s most significant and most popular fashion destination, officially launched what is being considered the first-ever crowdsourced fashion collection: DEREK LAM + ebay.
Made available for purchase, with the click of a mouse, DEREK LAM + eBay went viral on Tuesday, May 10th at 11AM EST/8AM PST.
â€œeBay created an incredibly unique opportunity to have a direct dialogue with shoppers around the worldâ€”and the community interest in helping influence the DEREK LAM + eBay collection has been phenomenal.â€
â€“ Derek Lam
Engaging the consumer
The partnership between Lam and eBay allowed for the Internet giant to provide consumers with the opportunity to play an integral role in the decision-making process. By subtly transforming the average consumer into a fashionista-with-a-purpose, Lam and eBay created a distinct experience for shoppers to relish in.
Making the exclusive Derek Lam collection available for a limited-time only, certainly ups the ante as well.
Fashionistas everywhere were busy clicking away and withdrawing from their online bank accounts, eager to snap up a piece of history-in-the-making. One of Lamâ€™s pieces is already sold out.
By leveraging the power of digital marketing, social media and genuine consumer engagement, the commerce platform is further evolving their Designer Exclusives program; which aims to make luxurious brands available at both modest prices and an incredible selection.
eBay Fashion has positioned itself as the go-to-resource for easily accessible designer apparel. Acting as the Internet hub for clothing, shoes and accessories galore, eBay Fashion never fails to deliver an inspired and calming shopping experienceâ€”not to mention that itâ€™s a one-stop-shop with admission to the largest selection of fashion on the web.
DEREK LAM + eBay goes mobile
The widely-respected designer and his digital counterpart didnâ€™t dare stop at the computer screen. eBay Fashion took their devotion to chic shopping one step further with the introduction of their eBay Fashion for iPhone app.
The ultra-trendy mobile application allows fashionistas everywhere to create their very own, personalized shopping experienceâ€”while on-the-go. Fashion lovers can browse, buy and even virtually test-run items directly within the palm of their hand.
No need to wait in line at a crowded department store or stress over whether or not the lighting in the dressing room is just rightâ€”you now have access to the latest fashions and can â€œtry onâ€ your favorites all via you iPhone.
It doesnâ€™t get much more innovative â€“ or easier â€“ than that.
How it all went down
In February, Lam debuted his super-exclusive 16-piece dress collection, designed intentionally for Spring/ Summer 2011, during New York Fashion Week. The show taking place at Alice Tully Hall, in Lincoln Center ran simultaneously alongside the collectionâ€™s launch via dereklam.ebay.com.
Fashionistas across the globe were cordially invited to browse the collection and vote for their absolute favorites. These votes comprised the final crowdsourced collection.
It was reported that more than 120,000 votes were cast globally by the energetic and eager eBay community. Votes were accepted both online and through mobile devices â€“ and the final five pieces were decided upon based on the communal consumer voice.
Lam and eBay, also made the announcement about the highly-regarded addition of the Tee Shirt Dressâ€”this design was naturally made available solely through to through the eBay Fashion iPhone app.
â€œMy work is about functionality with the romance of fashion â€“ these winning dresses represent essential styles that are effortless, yet playful. Iâ€™m excited to surprise shoppers with the Tee Shirt Dress to complete this assortment of classic silhouettes for the spring/summer season.â€
According to a recent post from Business Wire, DEREK LAM + eBay is now available to purchase at â€œaccessible, fixed, Buy It Now price points ranging from $125.00 – $295.00, in sizes 0 â€“ 16â€.
The collection includes:
â€¢ The Boho Dress – in multi-color floral print georgette
â€¢ The Black Tie Dress – in black cotton poplin
â€¢ The Sun Dress – in indigo denim
â€¢ The Shift Dress – in black cotton poplin with peplum back
â€¢ The Chemise Dress – in multi-color floral print georgette.
The fabulously stylish newcomer to the collection, The Tee Shirt Dress, is comprised of gentle black silk poplin and dahlia silk poplin, and is available in sizes 0-16, for a cool $125.00.
Lam explains that he designed the collection to â€œrepresent an assortment of dressesâ€ he envisions for every womanâ€™s wardrobeâ€”and itâ€™s safe to say that the culminating DEREK LAM + eBay collection delivers shoppers six ultimate styles to choose from this season.
â€œWe know there is a broad base of fans who love the Derek Lam aesthetic and this collaboration has enabled us to make use of technology in a really smart way to reach them directly,â€ said Jan-Hendrik Schlottmann, CEO of Derek Lam International.
â€œWeâ€™ve been able to leverage eBayâ€™s global platform as an inventive incubator for design and discover what our customers desire from an accessible, contemporary line.â€
By providing fashionistas with a direct outlet in which they can influence the fashion made available online, DEREK LAM + eBay gives us a good idea for where social commerce and online shopping is headed. The voting system allowed shopper to connect with the collection and Lam on a whole new level; and it will be exciting to see where this all leads.
â€œFrom inviting our global community to participate through crowdsourcing to delivering exclusive merchandise on our dedicated Fashion iPhone appâ€”eBay is leveraging technology to invent new ways to create, shop and sell fashion.â€
- Miriam Lahage, VP & General Manager of eBay Fashion
Kelly Ahern is a recent Roger Williams University graduate living in New England. Graduating with a degree in Communications-Public Relations and a Core Concentration in Italian, Ahern is an aspiring PR professional who loves social media, fashion and traveling. Currently she is a Social Media & Content Strategist for a Rhode Island-based digital marketing firm. You can find her on Twitter @Kelly_Ahern.
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