1 More Guest at the Sample Sale Party
Today I heard about Swirl (swirl.com) another online sample sale. This one is created by the super savvy folks at Daily Candy. The name doesn't work for me (I think swirlie), but Daily Candy knows what they're doing, and I'm sure they'll fare just fine against...
- Gilt
- Haute Look
- Rue La La (just bought by GSI)
- Ideeli
- Editor's Closet
- Outnet
It's easy to see why these sites are a hit with consumers: they combine great deals with a sense of urgency and exclusivity. Nothing makes a shopper pull out her credit card faster than the fear of missing out on a bargain.
The feeling of exclusivity is important for retailers too. Luxury brands want to clear their inventory without putting their brand on discount. I'm not sure if the feeling of exclusivity can last forever, but it's working now. After all, luxury retail had a really tough year, and there is A LOT of inventory left over.
