Business Insights from an Online Auction Host: Navigating Digital Success

Many retailers face challenges when it comes to managing and growing their online presence. The shift to digital sales offers several advantages, including access to a global customer base and reduced overhead costs compared to traditional brick-and-mortar stores. To understand how this model works in practice, we spoke with Alexandra Whittaker, PR representative at Fellows Auctioneers, about their approach to online sales.

When did the Designer Collection Auction begin?

Fellows Auctioneers initially included vintage handbags and accessories in their Vintage Costume Jewellery auctions. As demand for these items grew, it made sense to launch a separate department, the Designer Collection Auction, in April 2016.

What is the most expensive designer bag ever sold at Fellows?

The most expensive designer bag sold at Fellows was a Birkin, fetching £23,606.

How do you authenticate luxury items?

Fellows’ specialists use their extensive knowledge and experience to authenticate each item in their auctions. This process involves a thorough examination of key indicators specific to each brand, ensuring that the authenticity of watches, handbags, and other luxury items is verified. Despite the effort to combat counterfeits, it’s always surprising how many fake items are encountered.

Do people prefer to view auctions online or in person?

Around 90% of Fellows’ buyers participate online. Many customers live far from their physical locations in Birmingham and London, and traveling would not be practical. Fellows caters to a global audience, with customers spanning from Australia to the United States and everywhere in between.

How did you make your online-only bidding service a success?

Fellows invested heavily in building a robust online infrastructure to offer the best customer experience. They provide virtual viewings with personalized, one-on-one sessions with specialists. Their auction catalogs include multiple images and detailed condition reports for each lot. Fellows also made the decision to offer free international shipping for most auctions, a feature that is highly praised in customer reviews. The biggest challenge has been managing the required manpower to ensure everything runs smoothly, but the team is dedicated and hardworking.

What digital marketing strategy do you use to attract the right audience?

Social media is a key part of Fellows’ digital marketing strategy. They showcase not only the items up for auction but also their knowledgeable team. This focus on specialist expertise helps distinguish Fellows from other auction houses.

Do you partner with any other businesses to increase your reach?

Fellows collaborates with multiple auction aggregator platforms, which helps expand their reach to a broader audience.

Do you use brand ambassadors or influencers?

Yes, Fellows works with influencers to promote their auctions. Their goal is to demystify the auction process, and they believe brand ambassadors are an effective way to do that.

What is your approach to international markets?

Fellows’ free international shipping offer is a key feature appreciated by global customers. Their website includes a currency converter, and the live auction feed accommodates international currencies. Additionally, Fellows allows international customers to place telephone bids in various languages, accommodating their global clientele.

Are all your pieces secondhand? Do you promote circular fashion?

Yes, all the items sold at Fellows are pre-owned, and they proudly embrace circular fashion. Fellows views auctions as a sustainable source of fashion, where the growing trend of sustainability in the industry is both positive for the environment and appealing to shoppers looking for bargains.