Gilt Groupe : By Invitation Only Case Study Essay

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Gilt Groupe: By Invitation Only Case Study
By: Alliciyia George, Yasmaine Magee, and Kylah Jones

Company Background:
Gilt Groupe, a luxury retailer invitation-only sample sales website focuses on creating a fast, exciting shopping experience online. They provide access to today’s top designer brands at up to 70 percent off. It began when Kevin Ryan recognized a market opportunity where he could start online flash sales in the United States and introduce consumers to a new and exciting e-commerce experience. He then created a team with co-founders: Alexandra Wilkis Wilson, Alexis Maybank, Mike Bryzek and Phong Nguyen that were dedicated designer expertise and technical masterminds. (source:

Co-founders Alexis Maybank and Alexandra Wilkis Wilson loved shopping designer, invitation-only sample sales in New York City. They would drop everything, even sneak off work to go to sales that attracted fashionistas wanting to snatch designer apparel at great discounts. The founders decided to create a new way of selling luxury goods that attracted customers who had never bought luxury products before when they created Gilt Groupe.

Development of the Idea:

For consumers like Alexis and Alexandra, sample sales weren’t just shopping they were events. To savvy, fashion-conscious New Yorkers, a Louis Vuitton or Hermes sample sale was a drop-everything-and-run proposition. Once there, you basked not only in the bargains, but in
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