Gilt Groupe : ( By Invitation Only ) Case Study

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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.…show more content…
Gilt could re-create that urgent thrill of being invited to an exclusive, fleeting event-of being fast enough to score a highly sought-after handbag or pair of shoes for a great price. · The lure of exclusivity and access to sought-after merchandise would enable the business to use word-of-mouth marketing tools like the ones Alexis had learned at eBay to grow quickly, cheaply, and efficiently. · The key was to secure great designer deal and make each sale and “event” that lasted only 36 hours because the fleeting nature of the offer would motivate customers to action. · Expected the same exhilarating urgency that defines sample sale to be the engine of our business. Make shopping a game, and successful shopper would need to hone her tactics and skills · One sign that the time was right for Gilt was the buzz being generated by Net-a-Porter. · Downside: Targeting brands with excess merchandise to liquidate and would be selling at deep discounts, so we’d face a tough challenge. Luxury brands would be hesitant to be associated with sales on the Internet. But we hoped the fact that our site was members only, accessible by password, only would help convince them. We’d sell directly to our member, and nothing sold on Gilt would ever turn up on a Google search. · Many established brands had no other way to reach Gilt’s specific shoppers so cheaply and efficiently and Gilt’s

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