Calvin Klein Slow Death on eBay or Best Match?

Calvin Klein Slow Death on eBay or Best Match?
10 August 2010
EventHorizon1984

With minor fanfare Calvin Klein opened an eBay store last week.  It's incredible that eBay (EBAY, share price $21.91) kept this news low key given the Calvin Klein brand.  Then again given the pedigree of the Calvin Klein (1978) brand versus eBay's (1995), it might not have been eBay's decision to make.

Calvin Klein is owned by the Phillips-Van Heusen Corporation (PVH, share price $53.27). 

As noted by the multi-brand Phillips-Van Heusen, "We closed 2009 approaching $6 billion in global retail sales under the Calvin Klein brands."  Compared to the eBay 'oranges' of $4.46 billion in Marketplaces Net Transaction Revenue; i.e. fees not sales.

And of course Calvin Klein has it's own web store.

One might expect a well known global brand, to do well almost anywhere.

Well...

Calvin Klein may have opened an eBay Store last week, but their eBay selling ID was created on 30 September 2009.

Seller ID calvinklein has a positive feedback rating of 15.  With DSR (Detailed Seller Rating) of 5.0 Item as described, 5.0 Communication, 4.9 Shipping Time, and a sub-par 4.7 Shipping and handling charges.

There are 10,207 listings for calvinklein.

And 26,826 closed listings.

According to figures from eBay supported TeraPeak, from July 9 to August 7, calvinklein had 47 successful listings for total sales of $1,614.  And a sell through rate of 0.8%.

Given the lack of exposure on eBay's Fashion Vault page that Calvin Klein gets,

and the lack of press hype, perhaps the lack of sales should be expected.

Which leads to the question, if eBay is willing to show such tepid support for a $6 billion dollars in sales a year corporation, how do you think eBay treats the much smaller sellers?

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"Well, that is your name, isn't it? Calvin Klein? It's written all over your underwear."
Lorraine Baines, Back to the Future, 3 July 1985

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