APPAREL

We sale experts know a good thing when we see one, so last week’s news that the magical marriage of the words “private” and “sale” have raked in billions in venture funding and profits combined, comes as no real surprise. Consumers, greedy for designer duds but ever conscious of spontaneous purchasing, have  been eating up private sales from places like Gilt and Rue La La. Unlike typical online sales from sites like BlueFly and Overstock, the new generation of sale sites studied their fashion-forward consumer and added a few word that were sure to lock them in.

Private: adj. 1. Pertaining to or affecting only a small group of persons, ; individual; personal. 2. Removed from or out of public view or knowledge; secret. 3. Confined or intended only for persons immediately involved, confidential. 4. Of having special privileges or services.

Sale: n. 1. A special disposal of goods at lowered prices.

The success of these websites may have took the industry by surprise, but social psychological research has long shown that people are more attracted to things that raise their image of self and enhance their self-concept. Take into account the way designer duds play into status. Pair that with the positive way social class, or even perceived social class, has on self-esteem, and getting an exclusive invite to a Gucci sale makes us feel warm and fuzzy wuzzies all over. And the results seem almost too good to be true.

As a seasoned sale searcher, you know how it works, but for the record, these private online sales are for members only. Sale items and designers can only be viewed by members -membership attained by invitation or acquired by simply signing up. Sales run for about 36 hours on average with hot items selling out in minutes. The time limit creates a sense of urgency while the exclusivity allows consumers to feel their purchases are special. And they are! Designer items discounted up to 70% off are no common occurrence, even here in Recessionville, USA. France’s Vente Privee is the pioneer of online private sales. In the states, Rue La La and Gilt Group are our most well-established, designer-saturated sites with runners up including Ideeli and Haute Look.
According to Brian Tunick of J.P. Morgan Chase, the off-market prices has been roughly estimated at just under $30 billion dollars per year. Rue La La, which received $25 million in funding, has made a pretty penny in the past three quarters estimating over $100 million in revenues. Same with Gilt Group, who scraped up about $45 million in venture funding and expect to turn profitable in the next few months estimating their fiscal year sales to reach nearly $400 million bones.

And there are more to come. Rumor has it Daily Candy is going to launch it’s own private sale site featuring both established and emerging designers. As always, we’ll let you know.

Emma Dinzebach

London’s calling! And he has Hugh Grant’s accent and Jude Law’s…um, face. The best part, he’s offering you his shoes. Not for fall silly bear, for now. Snazzy flat footwear surpassed summer’s espadrilles and ballet flats – thank god – and copy catted off the good ‘ol boys. Digging it? So are we. It feels like we’re Charlie Chaplin dancing in this season’s oxfords and brogues.

From gold and shiny to two-toned trekkers to traditional rich browns and noirs, jump on board now so you can ride out summer pairing them with your short shorts or mini skirts. The best way to wear the man trend this summer is to mix it with pieces distinctly feminine. These shoes can be worn dressed down or dressed up.We like the tucked in tank, floral skirt and black oxfords look as well as the cut off shorts, blazer and colored brogues (pictured) look.  Accessorize with headbands, bangles and your boyfriend’s Rolex…or Swiss Army watch. We know, some of us aren’t there yet.

This trend doesn’t come around to often, so how much you want to invest in these shoes is really up to you. Those willing to commit may want to explore the saddle-esque pair courtesy of Dolce & Gabana or the mean classic black crafted by the fine folks at Prada. Not ready? Visit Top Shop for plenty of classic and nuevo styles that won’t break the bank. Of course we love Kurt Geiger for men or women (below). When shopping, keep in mind that this season’s ode to men’s footwear are sleeker and ironically more flirtatious than the ‘ol Dr. Martins you wore with your high school uniform, so choose a pair that won’t overwhelm your style… whatever that may be. Cheerio!