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High End Fashion Design a Click Away on eBayOnly days after the fall 2004 runway shows in New York, garments from Proenza Schouler went up for sale on eBay. Barely a year old, the design house has nowhere near the brand recognition of Ralph Lauren or Donna Karan. But to astute readers of glossy magazines and red-carpet watchers, Proenza Schouler was the new designer drug.
Characterized by its gunmetal sequins, structured bodices and lean tailoring, the company's merchandise is not the sort one expects to find amid eBay's old compact discs, garage-sale collectibles and oddball tchotchkes.
But eBay, the Internet auction site with $2.17 billion in net revenue, is evolving. It had helped to sponsor designer Narciso Rodriguez's runway show and auctioned pieces from his modernist collection as well as autographed bottles of his new fragrance. Cozying up to the fashion industry and lasering in on its rarefied customers has become part of eBay's bigger plan.
"With 105 million users, we can find a customer for every product," says eBay's style director, Constance White, who signed on last summer expressly to raise the company's fashion credibility.
One of White's first contributions to eBay is "Personal Style," an online trend report with links to the appropriate live auctions. The newsletter's mission is to give sellers a better idea of what to hawk and shoppers
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13/7/2004 | Viewed 10,804 time(s)
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