Thanks to a tip from a friend, the outnet.com is one of my favorite new flash sale websites. Even though the labels are exclusive, the site doesn’t insist upon that “members only” policy. The above patterned dresses by Pucci, Matthew Williamson, and Erdem (respectively), were all available for a very limited time on the website at over 60% to 70% off.
*This article appeared orignally in the Montreal Gazette and on the Canada.com network.
At a large warehouse in St. Laurent, in a newly crafted photo studio, Alisa Pysaryeva, a model from Folio agency, strikes a pose in a Whitney Eve dress. A few doors down in another studio, a mint green Balenciaga handbag is being puffed and positioned for its photo op. Luxury handbags are lined up, awaiting their turns.
Photo shoots like these happen daily at Beyond the Rack, a Montreal company that sells discount Gucci, Juicy Couture and lesser-known brand-name items at online “flash sales.” A flash sale means that bargain items -typically last season’s overstock and sample pieces reduced in price by 40 to 70 per cent -are available only for a brief, limited time.
For Beyond the Rack’s shoppers, that’s a mere 36 hours after the sale opens at 11 a.m., when a mass emailing alerts customers to the latest deals -like the Balenciaga bag going for $1,599 instead of the original $2,095. Buyers then act fast. Not only will the company’s million-plus customers be vying for the same discount items, but when the time’s up, the “flash sale” is extinguished.
Far beyond Beyond the Rack -indeed, over the border and across the sea -similar flash sale websites are scorching through the Internet. Popular sites, all ending with a . com, include Gilt Groupe, Haute-Look, Vente Privee, RueLaLa, Enviius, Ideeli and Fashion Vault (eBay’s latest attempt get into the game). Each has its own photo studios, models and designer labels, and each insists that its customers are really “private members”-that is, to get daily emails about these flash sales, shoppers must be invited to join the website by a friend, or request a membership online.
Even if practically everyone who signs up for most of these sites is accepted, it’s a tactic that helps turn potential waste into a desirable commodity.
“Like a bouncer with velvet ropes, you’ve got to create a fence, a barrier around these clearance items,” says Beyond the Rack CEO Yona Shtern.
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