In early February, Ella Moss womens clothing appeared on Gilt Groupe, HauteLook, and Rue La La in the same week.
What does it say about the Ella Moss brand and Ella Moss sales when their products appear on three members-only discount websites at the same time?
First, it makes me think that in-store sales must have been slow, so now they are off-loading much of their stock on the internet. Do they have so many unsold pieces because of the economy or because their brand is no longer as desirable? Perhaps more importantly, it also makes me think I should not worry about buying Ella Moss in-store, at full-price, since a large part of their inventory will probably end up on discount boutique websites.
My recommendation to Ella Moss is to stagger these sites’ sales of their items. By staggering the sales, it won’t be as obvious that they have a lot of stock to liquidate. This will also protect the value that people associate with their clothes. If it seems that their clothes appear on these sale websites intermittently, then consumers may continue to seek the clothes for full-price in-store.
The sample sale websites could also ask Ella Moss what other vendors will be selling the same items. The members-only sites feel less exclusive and like less of a deal, when another site also features the same products on sale.
I enjoyed your comments above. It is a good questions as to whether one should just buy all your designer clothes at sample sales?.
Personally I find it saves a lot of time and hassle buy visiting these sales and getting a real bargain. The only comment I would make is there are a few too many
Thanks for your comment. (Sorry only I only saw it now a month later.)
It is an interesting question, once you start buying online, you kind of don’t see the point of going back to brick and mortar stores. Stores are typically offer blaring music, crowds, attitude and all at a premium price. Yet, there is a lot that can be said for human interaction (store clerks or other patrons giving helpful fashion advice) or the instant gratification of putting on your new items as soon as you get home.