Amazon Hopes New Flash Sale Site is Habit Forming
Amazon is on trend. Well, at least it hopes it is with a
new flash sales site designed to outdo competitors, including Gilt, Hautelook,
Beyond the Rack, ideeli, RueLaLa, etc.
MyHabit.com is Amazon’s new membership
fashion site offering discounts of up to 60 percent for a limited time on designers
such as Doo.Ri, Elizabeth and James, Halston and Vera Wang. The site will feature
upscale fashion photography and 360-degree videos of models wearing sale items
(neat stuff). MyHabit.com will also offer free four-day shipping on orders
as well as free returns.
"MyHabit sets a new standard in service, convenience and product presentation," said
Maria Renz, president of the company.
On its first day, MyHabit offered a Doo.Ri
shirt dress with a listed price of $1695 for $678, a Bed:Stu Crecy Boot for
men listed at $189.95 for $110; and a Saurette girl’s Maia Dress listed
at $106 for $53.
Ms. Renz told The Seattle Times, "Our intent is to be
a matchmaker between our customers and brands, and provide the opportunity
for brands to introduce themselves to a new incremental customer base."
Seattle Times article pointed out that Amazon already has experience with two
flash sales sites it owns. Woot! offers discounted electronics and BuyVIP is
a Spanish website offering limited time sales to more than six million members
- Amazon Announces MyHabit.com, a New Private Sale Site Featuring Hand-Picked
Styles from Top Designer and Boutique Brands – Amazon.com, Inc./Business Wire
- Amazon.com launches new flash-sale website focused on fashion – The Seattle
Discussion Questions: What do you think about MyHabit.com’s prospects? What advantages or disadvantages do you see with Amazon’s offering vs. others in the fashion flash sales space?