EFO launched today and looks like a solid US version of what we’re familiar with from the UK+DE. We first discussed EFO here, so you may want to read our predictions there before going on.
EFO has launched with twelve anchor tenants that are:
- Calvin Klein
- Lastcall (Neiman Marcus)
- Tommy Hilfiger
- Brooks Brothers
- William Rast Outlet
- Hanesbrands Outlet
- Custo Barcelona
That’s a pretty good launch list and there are many more on the way.
The User experience (UX)
The UX is pretty much what we expected based on what we’ve seen in the UK and DE. You can access the micro-site via this vanity URL: http://fashion.ebay.com/outlet or get their from the homepage via Fashion/Fashion Outlet from the left category nav.
The home page for EFO is what you would expect – a hero image with call out of the stores plus a brand (the interior brands) search:
When you click on one of the stores, you see that the EFO merchants have a lot more store design capabilities than the average eBay store. Here’s a great example with Tommy Hilfiger: (click to enlarge)
The store has improved nav/search and design capabilities.
The other point of integration that’s interesting and new is in the eBay search results, you will see that every outlet merchant has a logo in the search results where you would normally have the eTRS badge. Here’s an example of a snippet of SERPS with two Tommy direct items->
Look for a lot of EFO promotion and news.
EFO is a huge focus for eBay as they battle it out with Amazon and Google in the Apparel/Fashion segment. Stay tuned for a ton of promotion as well as lots of home page love from eBay like this hero from the homepage today->
SeekingAlpha disclosure- I am long Google and Amazon. eBay is an investor in ChannelAdvisor where I am CEO. Many of the retailers featured in EFO are some of our > 3000 customers @ ChannelAdvisor. I am wearing Tommy Hilfiger slacks as of this writing and a couple Hanes Brands products 😉