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Discounters Alexis Maybank and Alexandra Wilkis Wilson are in tune with the hoity-toity brands they sell: Act exclusive. The sample sale is a cherished ritual of the urban fashionista. Luxury brands hold these events, usually by invitation only, to unload inventory at discounts of 50% to 70%. In Paris they call it the vente privée . In New York the semiannual Barneys Warehouse Sale has them lined up around the block. Sales are always final, so shoppers strip down to their skivvies between the racks to make sure a $3,000 dress is a good fit at $600.
T he wave rolls in every day at noon Manhattan time. It gathers invisibly, out in the digital netherscape. A few minutes before the hour, the online retailer Gilt Groupe blasts out an e-mail, and a hush falls over many a workplace, as phone calls are cut short and spreadsheets minimized. Gilt Groupe is in the business of selling high fashion at deep discounts, and as you might deduce from the company’s name, with its Frenchified “e,” it presents itself as an exclusive club.
Do you know any female friends who are obsessed with designer brands or designer sample sales? If you do, then it’s not difficult to understand why Gilt Groupe and other flash sales or private sales sites are so successful. Why is Gilt so golden?