Last summer when I was struggling with my eBay apprencticeship I had an inkling that there was a right way and a wrong way to make eBay pay off, and a lot of it was in the set up.
Then in June, ambling through Pittsfield, Ma., I stumbled upon the most impressive eBay production line I’ve ever seen. The place is a nicely laid out storefront on North Street called USbluesware that sells consignment designer clothing for men and women and accessories.
Behind the racks of what appear to be new designer labels and rows of lit accessory cases, there’s a whole back room devoted to eBay sales, only. Besides a camera set up with professional lighting there were racks of clothes ready for shooting and then computers strategically positioned to develop those crucial listings along with tables to package merchandise for shipping.
And speaking of listings, Linda Mitchell, the owner, and her partner Giora Witkowski, have as many as 400 to 600 listings posted at any given time. Neither will divulge how much they make in eBay sales, but it’s enough – coupled with their bricks ‘n mortar store – to keep five employees cranking out those listings.
From the start, it’s important to note that these people are apparel pros. They’re not folks who found a bunch of clothes in an attic and then tossed them on eBay. Giora ran a long-time clothing store in town and Linda started Usbluesware about 12 years ago as a global distributor for used Levi’s and World War II bomber jackets, military pea coats.
She learned about eBay around 1998 after migrating to designer clothing. Someone mentioned eBay, and after the initial “What’s that?,” she jumped in to learn.
In those days there were no eBay trainers. Self-taught, she learned through “trial and error. We had to figure out how to do it, what information to put down for merchandise and what kind of pictures were needed.” They even developed a sizing chart, strategically placed on their own Website, which Linda said was pretty unique at the time. The computer piece they hired out.
Keeping up a flow on eBay that’s sufficient to generate money and earns someone a “power seller” designation with high ratings, means “having a certain volume out there. We have people who photograph (clothing), write up the listings, someone in quality control and someone devoted just to shipping,” she explained.
Over time, Usbluesware developed a following and repeat customers, who also feed the business with their consignment offerings. “We have people who shop with us and it’s like a personal relationship, even though everything is done through PayPal. Some may not return for a year or two, but when you do something long enough you build relationships,” she added.
Would she do eBay today if she was starting from scratch?
Linda hesitates. Nowadays, there’s far more competition and prices are dropping, she says, noting that “you really need to find a specific niche to have an impact.” If anything, they’re making their money on international sales, which is growing because of the weak dollars. But she warns people that handling international sales means being willing to deal with export controls and other regulations.
She advises newcomers who still have the eBay urge “to pick something that people will need versus want. And think of what they are going to buy for themselves at a price that they can afford.”
Even eBay veterans like Usbluesware are starting to offer items “at more
aggressive prices to appeal to a broader audience. We have to accommodate people with $10 to spend along with customers who have $400,” Linda explained. “We’re broadening our mix.”
If you want to learn more about how Linda and Giora do it, visit www.usbluesware.com. Or even better -- drop by their store the next time you visit the Berkshires.
