What's Your Cue on the Fashion Industry? | Fashion

By rdokoye
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Luxury has fundamentally been democratised via the net by handing average people fiscal and geographic accession to a world of dream brands", says Brand Alley CEO Sven Lung. However, the ethos of the secret sale, with the club environment and short-run schedules sales, gives people a sensation of inclusion and being on the inside track, while still maintaining the premium environment and integrity of partner brands.

The appeal of a site like Brand Alley is an outcome of this new feeling to luxury trade goods and reflects the consumer's hope to buy good quality, classic items at good prices.

The plain interchange-ability between high street and designer is beginning to wane, in particular among higher-earning consumers. The days of washed-out scrawny jeans, broken-in cowboy boots, blue jean Waistcoats and everything else under the 'boho' umbrella are numbered.

Moral concerns about manufacturing and the conviction that we're all 'worth it' has got savvy British shoppers looking to purchase fewer products which are good calibre and, most importantly, branded. Luxuriousness may have been democratised, but it is also being re-invented - cue the dawn of the 'vente-privees'.

For some time, designer brands have been battling to continue their exclusivity, with websites such as 'asos' that offer imitations of renown dresses and catwalk creations at a smidgen of the real retail price. Having recklessly seized the fashion world, 'the Sienna syndrome' has granted cheap garb a certain cachet. Primark is the next Dior; H&M is the new Hermes.

Boasting a worthy pick of luxury brands and an in embers' club feel, secret e-boutiques are about to be the fashion's virtual Bond Street this year. Posing as a cyber personal shopper, they will give invitees great rate on chic designer pieces, from Chloe shoes and Damaris lingerie to D&G accessories and accession to major discounts.

From a patronage point of view, the United Kingdom is utterly primed for an explosion in online secret sales, with Cyberspace shopping at an all-time high and up 50% on last year. One site that is capitalising on this new trend is recently-launched BrandAlley, whose sister web page Brandalley already boasts 1.3m members and 1.8m visitors per month.

Invitations to 'vente-privees' have long been the region of only the most well-connected fashion insiders. Traditionally, they have been used to give lavish brands a discrete and premium surroundings in which dispose of excess products to sure customers. The conception is already big in France and looks set to become the next hottest trend in British retailing, especially as this exclusive privilege is now travelling online.

About the Author

Uchenna Ani-Okoye is an internet marketing advisor and co founder of Free Affiliate Programs For more information and resource links on fashion visit: Wholesale Fashion Accessories

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