Things may have started looking up for American Apparel and its somewhat controversial founder, Dov Charney. A new partnership with eBay was just announced where the Los Angeles-based "hip stuff purveyor" will start selling through the auction site from September 1st. Interestingly, despite the fact that American Apparel's core customers are exactly the kind of cool young things that live and breathe social media, e-shopping and vintage-bargain-hunting on places like eBay, the Californian brand's online sales amount to less than 10% of their revenue! So, teaming up with eBay makes pretty good sense.
The deal is set to generate "several millions dollars in sales within its first year", which, let's face it, American Apparel and Dov Charney could very well do with! Even more intriguingly this may signal a wider initiative from eBay with dedicated brand stores although they declined to comment on that at this moment. Let's just wait and see!
-- Kiki Georgiou