Luxury product certification has become an urgent need in the digital age of retail. But it doesn’t have to be an internet-only issue. It can even be fun, according to eBay, which hosts a “certification station” for luxury watches and sneakers in Los Angeles.
The concept has an unconventional but simple assumption. Those interested in getting a rating on the collectibles can take the item to the venue (a modified gas station in East Hollywood) and give it to the attendant. Inspection by a team of experts. Participants are in the car all the time.
While they are waiting, they can see their actions on the big screen outside, whether educational or entertaining, and successful ratings earn the eBay Authenticity Guarantee. Even better, participants can receive offers to sell items on the fly, or at least conceptually, get rid of them with cash on hand. In fact, they trade through eBay’s PayPal service.
Not surprisingly, the event is basically soft-opening on Thursday and runs until Saturday, but with a focus on second-hand products rather than new products. However, for the luxury sector, some companies are concerned that the value of the brand may decline, so all types of certification services can be successful. The enormous ability of the Internet to distribute fake and false copycat items, whether new or used, only exacerbates anxiety.
Here, the items to be evaluated are mainly watches and sneakers, but other collections may also be included. The company mentioned the Clayton Kershaw card as an example.
“We wanted to do this to have a good time when everyone was just trapped in the house. [also to] Tirath Kamdar, luxury general manager at eBay North America, told WWD.
Sneakers and watches are two of the most popular luxury categories on the market, with an average daily list of over 500,000 sneakers and over 165,000 live listings of luxury watches. In 2019 alone, the site sold more than 2 million watches.
Over the past year, the average daily live list of high-end watches like Rolex has increased by 10%. Watch brands make up 40% of eBay’s luxury watch sales, and Rolex sales in the market have skyrocketed by 60% since 2019.
These categories are the focus of eBay’s new Authenticity Guarantee. This is a recently launched service that employs independent experts to scrutinize and validate items through a comprehensive multi-point inspection.
To do that, the company brought third-party certification partners Sneaker Con and other top eBay sellers to drive-through, where they scrutinized the items and estimated their value in the market. Products that pass the inspection can also be immediately offered from an established eBay store, such as Sole Supremacy.
It may seem counterintuitive to hold a face-to-face event while Governor Gavin Newsom is tightening restrictions due to the resurrection of the coronavirus in California. However, the company claims to adhere to all safety protocols, including social distance, masks, hygiene and other measures. And again, it points out that people stay in their car for the whole experience.
Mr. Kamdar sees this as a socially distant and responsible way to “bring joy just before the holidays actually begin,” he said.
For the possibility of more drive-through events, the jury is working on it. But that’s not unthinkable.
“I think this is the beginning. Nothing is planned for the next, but we are always evaluating it,” Kamdar added. “And I think we can have more fun next year.” EBay also plans to expand its authenticity guarantee in 2021 to include more items. This may extend the scope of future live event planning.
EBay Holds First Drive-Through Luxury Certification in LA – WWD
Source link EBay Holds First Drive-Through Luxury Certification in LA – WWD