Fashion 2.0 :: eTailing Comes of Age

It’s no secret that we’re living in a fashion 2.0 world. 

But as more and more shoppers head online, it’s interesting to look at how it’s changing the face of both fashion and shopping in general.

While many top design houses are forging relationships with online sites like Yoox and Net-a-Porter, a Nielsen Media Research survey found that eBay is the top Internet destination both in general and for fashion.  Why? Likely because you can score some major deals.  Simply head over to eBay, and more often than not, you find the homepage filled with flashes of designer handbags, shoes, and clothing items that are up on the auction block.  While  consumers should be aware that there is risk in buying on a site like eBay, due to some sellers that stock knock-offs, this is definitely a great shopping website.

So what about consumers that don’t have an eBay account?  You’ve still got plenty of options.  Yoox.com is a virtual boutique that saw over 3 million visitors per month in 2007; that number is staggering.  What’s more, they’ve recently added to their offerring by partnering up with a new high-end designer menswear store, who is also available, only online; thecorner.com keeps its virtual shelves filled with Marc Jacobs and Viktor & Rolf.

And even with all the fashion sites popping up, the most popular, Net-a-Porter, continues to see growth and amazing success; due in part to their ever increasing partnerships that they forge.  Take the re-launch of popular label Halston. When Net-a-Porter partnered with them to sell two of its autumn/winter 2008 designs just 24 hours after their fashion show, one dress sold out in 45 minutes.  The same thing happened with the "Moon Dress" by Roland Mouret. That’s got to be a record somewhere.

While it is reported that many designers shy away from the Internet and all things tech-savvy, it is apparent that they must either fill their staff with fearless web junkies, or they need to grab their laptops and get familiar - quick.  This is also great news for those of you that are entering the world of fashion internships; show off your online prowess whenever possible.  In the words of Penny Martin, editor-in-chief of fashion website ShowStudio.com, "It has taken years for the Internet to be anything other than a dirty word to fashion houses, but they are having to concede that online is important to them."

You might still be wondering what’s driving this ever-increasing segment of the market though; I know I was.  More than ever, it’s time.  While a few fashion houses originally dipped their toes in the eTailing waters, thinking their primary demographic would be the younger generation, they quickly learned that more often than not, it’s the time-starved population that’s clicking through their sties.  Lucky for them, the time-starved are also typically the wealthy.

So there you have it.  Fashion 2.0 is booming and if you’re not eTailing, you’d better get started.  The fashion world is expanding in every direction; Dior is showcasing jewelry, Jimmy Choo is launching a line of sunglasses, and top designers are shrinking their lines to fit infants and toddlers.  This is a prime opportunity to reach the world instead of just your neighborhood.  Don’t waste another minute!