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If all eyes weren't already on the online private Sale market, then news that sector heavyweight BrandAlley has experienced a 70% sales leap and fellow player Cocosa is scrapping its membership barrier is sure to put it in the spotlight.
Private Sale sites have flourished in these austere times, garnering new customers for brands by offering an online version of the coveted sample Sale, but instead of needing to be in-the-know with the fashion crowd, all you have to do is register.
To suppliers, the sites serve to clear large quantities of excess stock without damaging brand integrity. To customers, they are a place to find daily updated offers from their favourite brands at up to 80% off. The sites get away with offering such big discounts by limiting promotions to just a few days.
Now Cocosa, which was acquired by former Harrods boss Mohamed Al Fayed in July, has shaken up the sector by dropping its membership requirement.
Cocosa managing director Gwynn Milligan says: "We are delighted that our luxury shopping experience and exclusive discounts will be available to everyone. We are looking forward to creating long-standing relationships with new customers every day."
The switch in strategy poses a big question for other private Sale sites in terms of which, if any, will follow.Taking down barriers
Private Sale lifestyle etailer Secretsales.com counts BrandAlley, Vente-privee, Cocosa and The Outnet as its main competitors. The company's co-founder and buying director Sach Kukadia says Cocosa's decision was right for it in light of where it sits on the luxury end of the spectrum, but won't be right for all such sites.
"Secretsales is very mass market, while Cocosa is very...