The partnership is designed to target fast-fashion shoppers, highlighting a growing trend among high-end labels to appeal to shoppers at lower price points. Campaigns like Lanvin for H&M or Calypso St. Barth for Target help luxury labels to showcase their designs to shoppers outside of their usual clientele.
“It’s a chance to expand the brand and reach an audience that may not be as familiar with the brand,” said Lam during a visit to Saks Fifth Avenue, Chevy Chase, in April where he showcased his Fall 2011 ready-to-wear collection.
Ronald Frasch, President and Chief Merchandising Officer of Saks Fifth Avenue, agreed that partnerships such as Derek Lam + eBay can also help retailers that carry the ready-to-wear lines. “It doesn’t affect our sales or hurt the brand’s image,” said Frasch. “When these partnerships are made with reputable retailers like H&M or eBay, it can often be beneficial. We have customers that shop at both Saks and retailers like H&M.”
Derek Lam for eBay is sold exclusively on the partnership’s website in limited quantities.