HauteLook.com is an exclusive club that organizes 24-72 hour private online sales of premium fashion and luxury lifestyle brands. Each day, Haute Look sends an e-mail notifying members of the latest sales, which can be as high as 90% off.
According to the Web site, “HAUTELOOK is an exclusive platform where premium brands reach their consumers directly.” Members can select five friends to send an e-mail invitation to join. While joining is free, the invitation creates a level of exclusivity and plays a significant role.
Top designers have been bringing their designs to the typical consumer with special lines at discount and department stores. Isaac Mizrahi was the trendsetting designer who did this first; his line for Target was an immense hit and smashed the stereotype that clothing from discount retailers couldn’t be trendy or fashionable. However, this is no longer new, and the exclusivity factor is missing.
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