31 August 2009

Psst...



"Secret sales" are nothing new.
Neiman Marcus and Bergdorf Goodman have both been doing this pre-recession. People who spend a lot get "tips" on deals going on. The article goes on to point out that the whole point of luxury is to keep some people out. It has to remain exclusive to continue to be marketable. That's why I think the "secret sales" are a good idea. It's still exclusive, and it increases sales by more people (who have money) spending more. It also provides an "incentive" for those who do already shop at these stores to get a coveted invite to the sales.
All in all, it's still remaining exclusive.
Despite the discreet nature of these sales, experts warn that the luxury shopper, like the mass-market shopper, may get used to never paying full price for anything.

Which is basically what Donna Karan said at the Council of Fashion Designers of America last month. She explained that American consumers have been trained to buy things on sale. Which there's absolutely nothing wrong with that, it's stupid to pay full price.

With online shopping offering designer goods at greatly reduced prices, stores are going to have to keep up with that. There are many websites that are invitation only which offer the same thing stores do, but for better prices. It's a good idea for stores to follow this model. The invitations keep things exclusive, and the sales keep people shopping.

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