Derek Lam had a special treat this Spring for his eBay devotees. The designer created a sixteen dress collection for fans to vote on, as many times as they want, on his eBay site. The top five pieces were announced March 1st and will be available for purchase in May.
The inspiration for the project? The designer’s greatest hits.
"I went back to my archive and said what seems to keep popping up?" Lam told StyleList. "There was a T-shirtdress, the peplum, a bohemian look... It was really a spontaneous project. There was no market research."
And the designer's favorite? "If I had to choose, I love the dramatic long gowns."
Lam recognized his avid eBay followers and marketed a project directly to them. The audience generated feedback is a great way for shoppers to get excited about the new line. Letting fans vote also worked in Lam’s favor by building media hype around the new line. Not only will potential customers view the line to place their vote, but they will also return to his eBay store to view the winners and possibly return again in May to purchase the dress they voted for.
And the designer's favorite? "If I had to choose, I love the dramatic long gowns."
Lam recognized his avid eBay followers and marketed a project directly to them. The audience generated feedback is a great way for shoppers to get excited about the new line. Letting fans vote also worked in Lam’s favor by building media hype around the new line. Not only will potential customers view the line to place their vote, but they will also return to his eBay store to view the winners and possibly return again in May to purchase the dress they voted for.
I think this project is an excellent way to build great public relations. The project helped Lam build a mutual relationship with his customers. He not only recognized his loyal customers, but also let them participate in choosing the pieces for his new line.
The project is a fun, fresh and clever way to engage customers and build interest in new products.
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