In 2006 Daniel Nissanoff predicted the massive rise in
online trading . . . and more. In “Futureshop” he described how we were moving
from a consumer culture based on legacy values – “these values have taught us
to acquire new things and then grow old with them.” (as our ancestors did) to a
new lifestyle based on “temporary ownership and marked by the continuous
replacement of our personal possessions.”
Whilst Daniel’s book was about the online revolution which
was gaining pace in 2006, the ebay story, and how businesses were adapting to
accommodate online buying and selling, it was also about the changing attitudes
of buyers in a global marketplace (us!)
One example he used was the Bugaboo Stroller (pushchairs in
England), “the Porsche of the stroller world”. Previously only bought by the
seriously wealthy; [more expensive than a Hardy Perfect!] in the new auction
culture buying one made lots of sense. You could enjoy the pleasure, and baby’s
comfort, of using it . . . . then auction it online when no longer needed.
Also, there were no longer hang-ups about buying such items second hand. Win,
win.
It’s been an interesting eight years since Daniel wrote his
book. Ebay has almost become what Amazon was; it seems there are more
businesses selling on there than individuals. Oddly, Amazon now provides a
vehicle for, and encourages, individual sellers.
The online auctions suffered over the intervening years
because they weren’t monitoring who or what was sold; and certainly didn’t have
the specialist knowledge needed to do this. This saw the fraudsters and dodgy
dealers take advantage, and use the medium to rape collectors and serious
anglers. This scared many off.
The traditional live auctions fail to cater to the instant
gratification required by today’s typical buyer. Who wants to wait six months
for the next auction sale knowing that there will only be two winners when the
hammer falls; one of those being the auctioneer? An auctioneer once told me
that sometimes he had to “bounce the odd one off a wall” if he saw an
enthusiastic bidder.
A friend summed it up when he said, “today’s
collector is an ordinary Joe with a decent occupation and some disposable
income.” He wants to use quality kit, and buy it ‘now’ at a fair price. For it
to arrive in a couple of days, knowing it’s correct and has been checked over
by someone who has some knowledge of the product . . . and know that a couple
of years down the line he can sell it and upgrade to the latest ‘must have’. If
he’s chosen wisely, and the market wind is in his favour, he may even sell at a
profit; worst-case scenario, a minimal financial loss to balance against the
pleasure of use and ownership.
This is the global marketplace we now exist in. Collectors/anglers
come from all corners of the globe, some in places where it’s hard to imagine
fly-fishing being part of the culture. Yet, the world is becoming a tiny place.
We can now be fishing in Mongolia, Patagonia or New Zealand in not much longer
than it used to take to travel to the north Scottish rivers.
Just as you can only make one first impression, trust is
only broken once. It’s a vital element of our business and we intend to
maintain it as we go forward.
It’ll be fascinating to see what the next eight years brings
us.
©Brian Taylor 2014
