Derek Lam to Create Crowdsourced Collection on Ebay | NBC New York
Thread | NY
The inside line on New York fashion

Derek Lam to Create Crowdsourced Collection on Ebay

    processing...

    NEWSLETTERS

    Derek Lam will unveil an exclusive collection with eBay during fashion week, but there's a twist: User votes -- not buyers or editors -- will determine what looks actually get produced.

    That's right: The final, reasonably-priced collection will be a "crowdsourced" one -- edited by popular vote. (It's like fashion meets "American Idol"!) As Lam outlined in an press release, “Having a direct and immediate dialogue with the online audience is what makes fashion exciting and relevant in this moment." We'd have to agree that giving shoppers such a direct say in what products are ultimately manufactured certainly ups the ante on other fan-friendly brands like Burberry's new click-to-buy-from-the-runway feature.

    The move is clearly a step towards breaking the traditional mold, wherein editors and buyers determine what looks make it off the runway and into stores. At the same time, by marketing the collection as a kind of separate collection with "accessible" price points, the designer plays it safe enough to avoid drawing any heat from the editorial-insider community. Overall, well played.