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Riding the wave of successful flash deal sites such as Groupon and LivingSocial, Fashion e-commerce websites dedicated to daily deals that flaunt their invite-only “exclusivity” are becoming increasingly popular.
RueLaLa,
GiltGroupe, and
Hautelook are among the most popular of these sites. Yesterday, online retailer Amazon launched a “private fashion sale site” of its own:
MYHABIT. Similar to other fashion flash-sale sites, potential members must request an invitation to partake in the get-it-before-it’s-gone shopping experience. However, unlike many of the fashion sale sites that begin in the morning on East Coast time, leaving West Coasters frantically scrambling for the fashion scraps, one of the most appealing aspects of MYHABIT is that deals don’t start until 9 a.m. PT/ 12 p.m. ET, giving East and West Coasters an equal opportunity to scavenge for their designer merchandise. Another big sell: MYHABIT also offers free shipping and free returns in the United States.
Amazon’s foray into the fashion world seems to be a natural expansion for the brand, yet it’s still a venture out of its comfortable world of practical consumer products such as DVDs and books. While
Amazon.com does offer clothing, the e-commerce giant is tapping into a whole new niche market with the launch of MYHABIT and Amazon will need to prove its fashion savvy in order to compete with other sites that have already established their fashion authority. While Amazon is likely hoping to ride its reputation as a reliable online retailer, it will probably take a bit more than reputation alone to get the luxury consumers on board. The success of the site will depend on whether Amazon can reign in the coveted deals that will intrigue and entice the fashion community and also on how Amazon positions and markets MYHABIT, especially in respect to differentiating it from the competitors. Already set up on
Facebook and
Twitter, MYHABIT will likely be using these social networks to grow its community and drive people to the site. Through leveraging its e-commerce power, tapping into the niche needs of the fashion community, and using innovative campaigns to make a splash in a somewhat already saturated market, MYHABIT has the potential to send consumers scrambling for designer deals on the daily.
SCG 'ombudsman's note: we have worked with leading ecommerce companies on their social media strategies and programs, as have others in our city and sector. So while we have a front row seat to these new developments, as with all of our agency's point of view publishing on our blog neither this post nor others are ever sponsored or promotional in nature.' We take special care to make sure our content is fair and balanced and strive at all times to uphold the standards set forth in the WOMMA Code of Ethics.