What do Zoolander, Bruno, and eBay (NASDAQ:EBAY) have in common?
If your answer is "they have all lampooned the fashion industry," sashay on down the catwalk and collect a prize.
In a curious move, eBay launched The Inside Source yesterday. The online fashion magazine -- mantra: "We trendspot. You trendset." -- features editorial content crafted by niche journalists and shopping specialists. The goal is ultimately to direct readers to fashion-forward wares on the eBay block.
As the world's leading auction site, it's got a noble aim: to "[harness] the eBay shopping community's real-time buying and selling activity to curate proprietary insights that shape the retail industry and American consumers' lifestyles." But isn't this ultimately just a pulse on what thrifty shoppers smoking out deals on secondhand goods are looking for? If I wanted to gauge current fashion trends, wouldn't I be better off heading out to the mall than to a consignment store?
I realize it's not just hand-me-downs being sold on eBay. A quick scroll through some of the e-mag's articles shows quality industry reads, too. However, just as Wal-Mart (NYSE:WMT) has failed when it tries to be hip and Amazon.com (NASDAQ:AMZN) decided to launch an entirely new site to market trendy goods, eBay isn't as cool as it thinks it is.
Coach (NYSE:COH), Abercrombie & Fitch (NYSE:ANF), and Ralph Lauren (NYSE:RL) are prominently featured on the digital zine's landing page as some of the most searched items on eBay, but it's not perfect.
Click on Coach and you'll be whisked to tens of thousands of "Coach" listings on eBay. Unfortunately, the list includes DVDs of the television series Coach and "coach" branded tutorials along with the stylish handbags.
You can't blame eBay for trying. The magazine's launch just weeks before the holiday shopping season should also be applauded. However, no one should be surprised if the initiative fails.
What else do Zoolander, Bruno, and The Inside Source have in common?
About 90 minutes before the end.
