American Apparel Partnering With eBay, But Will It Work?
American Apparel was bailed out of a bankruptcy filing by a Canadian yogurt tycoon back in April, and now they’re getting some help from e-commerce giant eBay. According to a press release, the struggling retailer is partnering with eBay on a an online shop hosted by the auction site.
Apparently, there are more than 30,000 searches for American Apparel products on eBay every month, and both brands are hoping to capitalize on the demand by launching the site’s “first full online designer lifestyle shop.” American Apparel’s store will be accessible by the homepage and the company’s signature photography (we all know what that looks like) will be featured prominently on the site. The orders will still be filled and shipped by American Apparel and all items will be sold at their standard retail price.
It’s an interesting idea and eBay certainly has the buyers — but we can’t help but point out that most people searching for a brand on eBay are looking for a deal. And while American Apparel is inexpensive, there’s a case to be made that they’re a little over-priced for their quality.
So will those current searches translate to sales? Both eBay and American Apparel certainly hope so, but it sounds like the biggest focus of the partnership is marketing. According to the release, “eBay’s unparalleled market share and marketing abilities, such as targeted email communication, affiliate programs and personalization, will help promote American Apparel to a new audience of devoted eBay shoppers.”