Home > Uncategorized > Luxury Goods Marketing On the Web – This Season and Past

Luxury Goods Marketing On the Web – This Season and Past

http://www.nytimes.com/2009/11/18/business/global/18lux.html

This article from the New York Times talks about how not so long ago luxury brands were wary of going from selling in boutiques and department stores to selling online. The two websites that the article mentions are slightly different from one another. Net-a-Porter sells this season’s items, whereas Yoox sells past seasons’ items with limited colors and sizes available.

There are also a few other websites such as RueLaLa, HauteLook, Gilt and Beyond the Rack which allow for luxury goods designer to sell their left over goods online. It’s like an outlet but online. The way these sites operate is that each day there are 3 open “boutiques,” 3 brands essentially which are selling off their products at lower prices. With the current recession and luxury goods prices typically being high, this allows for more consumers to be able to afford and purhcase luxury goods.

Sites such as these allow for brands to reach more consumers. Ordering online is quick, easy and convenient. These sites also stick to the idea of exclusivity by being supposedly invite only.

Not only do the brands benefit by reaching a large amount of people and selling their inventory but the consumer benefits by being able to acquire luxury products at lower prices online without having to go or drive anywhere.

Advertisements
Categories: Uncategorized
  1. Katlyn
    December 2, 2009 at 6:01 pm

    This is a really interesting article, especially helpful for holiday shopping. Have you checked out Shop It To Me? It’s a site that let’s you know when your items in your size from your favorite luxury brands go on sale.

  2. Laura
    December 8, 2009 at 6:36 pm

    I’m a Gilt Groupe user and LOVE it!

    Another site I’ve found that is in a similar vein is the start-up site, ThredUp (http://www.thredup.com facebook: http://www.facebook.com/thredup). They’re jumping on the designer labels bandwagon and connecting customers with each other to trade high-end clothing.

    I think the online treatment of designer clothing and high-end products in general is an area that will definitely grow and develop in the near future and one we should follow and watch closely.

  1. No trackbacks yet.

Leave a Reply

Fill in your details below or click an icon to log in:

WordPress.com Logo

You are commenting using your WordPress.com account. Log Out / Change )

Twitter picture

You are commenting using your Twitter account. Log Out / Change )

Facebook photo

You are commenting using your Facebook account. Log Out / Change )

Google+ photo

You are commenting using your Google+ account. Log Out / Change )

Connecting to %s

%d bloggers like this: