Smart marketing ideas in fashion

Written by Paper. Posted in Art, Creative, Drive, Innovation, Life

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fashion

Published on May 27, 2016 with No Comments

At Net-a-porter.com you can get a Bottega Veneta leather tote for $3,480. A Stella McCartney jacket for $1,885. Miu Miu espadrilles for $585. Need a T-shirt? Get a Faceprint oversize cotton tee for a mere $365. Net-a-porter is a luxury fashion brand where, it is said, women can have whatever they want overnight. And truly women can have whatever they want that they can afford. Everything else is just for daydreaming. Along the way, the pursuit of luxury has often been portrayed as some kind of sin. Mark Twain famously criticized Americans for being showy and luxury-loving. But in the end enough people can afford to, and want to buy luxury goods to keep sites like Net-a-porter in business.
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But for everyone who buys high, there is another line for those who want a bargain. And this is where Gilt.com comes in. This online store offers invitation-only shopping for deeply-discounted luxury brands – 60 to 70 percent off designer fashion. Gilt, pegged as one of the 50 most innovative companies, is predicting $500 million in revenues this year for lower priced yet highly desirable luxury brands. They practically change around the entire store nightly.
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Unlike Net-a-porter, Gilt caters to men, women and children, offering a specific designer’s items for just 36 hours. Launched by two savvy, experienced marketing and fashion professionals, Gilt’s goods come mainly from designer overstock merchandise. But now with growing credibility among fashion retailers, the Gilt Group is able to command more respect. They negotiate with designers to produce merchandise specifically for Gilt. All of which speaks to the many ways of skinning cats and building brands.
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