The lowdown on invitation-only shopping websites

March 23, 4:27 PMBoston Budget Fashion ExaminerAnna Rice

Previous Next

31 comments Print Email RSS Subscribe

Subscribe

Get alerts when there is a new article from the Boston Budget Fashion Examiner. Read Examiner.com's terms of use.

Email Address   Include other special offers from Examiner.com Terms of Use

This Joe's Taryn Flat Tote is on sale at Ideeli for $104, $191 below retail.

Invitation-only luxury shopping websites, such as Ideeli and Gilt Groupe, seem to be popping up everywhere lately.

These retailers offer high-end designer goods for a reduced price to members, but the sales last only a limited time. Gilt Groupe’s sales start at 12 p.m. EST and last only 36 hours. Ideeli’s events have “secret starts,” which members are notified of a couple hours in advance.

There are a host of other websites of the same genre, such as RueLaLa, Haute Look and SecretStyle to name a few. But where did they all come from? Why do they have this designer merchandise for such a low price? And most importantly, how do you get an invitation?

I asked these questions and more of Robin Lawson of Ideeli and Gabriela Meriles of Gilt Groupe.

Both websites buy their merchandise directly from designers and the brands themselves, so they are able to negotiate a price beneficial to both parties. Cutting out the middleman is one of the reasons why their prices are so low, Meriles said.

The sites attempt to recreate the frenzy and excitement of designer sample sales by selling goods in limited quantities for short durations of time. Like most designer sample sales, they are invitation-only.

“We [Gilt Groupe] wanted to give the same ‘insider’ feeling that editors from Vogue or socialites get when shopping these sales to our members nationwide,” Meriles said.

Designer brands are very receptive to these websites, since it can be challenging for them to reach and engage an affluent audience, Lawson explained.

“They like how we [Ideeli] present their products, particularly the quality of our photography,” she said. “We are a marketing solution for them, not a discount site – so they can clear inventory in very high volume fast, but also get a measurable marketing benefit. This in turn helps us tremendously in scoring the best merchandise for our members.”

Gilt Groupe also allows designers heavy input on how they would like the clothing styled, what models are used and any marketing messages displayed, Meriles said.

“We are very respectful of each company’s branding and consult them on all details,” she explained.

These websites also provide an outlet for small, up-and-coming designers to sell their products to the masses, she added. Usually, niche designers can only be found in boutiques in large cities.

Buyer beware, however, because many of these websites allow returns for merchandise credit only. When shoppers get caught up in the excitement of the exclusivity and limited-time offers of these shopping websites, they might not take the time to think the purchase all the way through. Make sure you check out the previews and know beforehand which items will match your current wardrobe/lifestyle.

Ideeli and Gilt Groupe both offer in-season and mid-season merchandise. Right now they are carrying some Fall/Winter 2008 and Spring/Summer 2009 merchandise.

Here is a quick guide to the invitation-only shopping sites on the web.

Ideeli – partners with over 300 brands and continues to add more. As well as sales, the website also hosts giveaways. Sales and giveaways have “secret starts,” but members can preview the merchandise that will be available up to 10 days in advance. Items are priced between 50 to 90 percent off. Ideeli offers two types of membership. 2^nd Row, which is free, is their main membership. They also have a 1^st Row membership, which costs $83.88/year. These members can shop sales one hour earlier than 2^nd Row members, and they have access to 1^st Row only sales. Today, Joe’s handbags and Cerruti 1881 cufflinks are on sale. Ideeli has provided Examiner readers with an invitation code, “Examiner.” To join, click here.

Gilt Groupe – sells women’s, men’s and children’s clothing and accessories to members at up to 70 percent off suggested retail. Each sale features a single designer for 36 hours starting at 12 p.m. EST. Today, Donna Karan clothing and handbags and Kenneth Jay Lane jewelry are on sale. For an invitation, click here.

RueLaLa – offers premier-brand, private sale Boutiques that are open for a brief period of time. Today, Junior Drake handbags and Sue Wong dresses are on sale. For an invitation, leave a comment with your email address.

HauteLook – offers new brands daily for up to 75 percent off. Right now, B.Chyll, Heidi Klum, Paige Maternity and Bump Couture are on sale. For an invitation, leave a comment with your email address.

Secret Style – offers designer brands for up to 75 percent off as well. Sales last for 24 to 48 hours, or until merchandise runs out. Right now, Aesop hair, body and skin care are on sale. For an invitation, leave a comment with your email address.

Editor’s Closet – offers established and “up and coming” brands for up to 80 percent off. Sales last from a few hours to three days, and members are notified 48 hours in advance of their start. Items sold include apparel, accessories, electronics, jewelry, watches and children’s products. Upcoming sales include Calvin Klein watches and jewelry and Karl Lagerfield. For an invitation, leave a comment with your email address.

Do you know of any other invitation-only shopping websites? Please leave a comment and let readers know how they can get invited!

*Please leave your email address in the BODY of the comment! To avoid a spambot picking it up, use this format: name [at] domain [dot] come.

 Buzz this story up on Yahoo! Buzz. It's fast & easy. Click here.