Invite-Only HauteLook.com Holds Premium Private Fashion Sales
Kathleen Moriarty — February 10, 2009 — Luxury
HauteLook.com is an exclusive club that organizes 24-72 hour private online sales of premium fashion and luxury lifestyle brands. Each day, Haute Look sends an e-mail notifying members of the latest sales, which can be as high as 90% off.
According to the Web site, “HAUTELOOK is an exclusive platform where premium brands reach their consumers directly.” Members can select five friends to send an e-mail invitation to join. While joining is free, the invitation creates a level of exclusivity and plays a significant role.
Top designers have been bringing their designs to the typical consumer with special lines at discount and department stores. Isaac Mizrahi was the trendsetting designer who did this first; his line for Target was an immense hit and smashed the stereotype that clothing from discount retailers couldn’t be trendy or fashionable. However, this is no longer new, and the exclusivity factor is missing.
According to the Web site, “HAUTELOOK is an exclusive platform where premium brands reach their consumers directly.” Members can select five friends to send an e-mail invitation to join. While joining is free, the invitation creates a level of exclusivity and plays a significant role.
Top designers have been bringing their designs to the typical consumer with special lines at discount and department stores. Isaac Mizrahi was the trendsetting designer who did this first; his line for Target was an immense hit and smashed the stereotype that clothing from discount retailers couldn’t be trendy or fashionable. However, this is no longer new, and the exclusivity factor is missing.
Trend Themes
1. Private Online Sales - Creating exclusive online sales events can generate excitement and encourage consumers to make purchases.
2. Premium Brand Direct Reach - Creating a platform for premium brands to connect directly with consumers can enhance brand loyalty and increase sales.
3. Invitation-only Exclusivity - Using invitation-only membership models can create a sense of exclusivity and increase the perceived value of products or services.
Industry Implications
1. E-commerce - Applying the concept of private online sales to various e-commerce platforms can attract more customers and drive sales.
2. Fashion and Luxury - Creating invite-only fashion clubs can enhance brand image and provide a unique shopping experience for high-end consumers.
3. Discount and Department Stores - Implementing exclusive collaborations with premium brands can differentiate discount and department stores, attracting customers seeking designer brands at discounted prices.
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