Luxury Shopping website Vaunte: Aim at building a high-end community

The November 14 news that exclusivity is the "nourishment" on which fashion thrives, even on the web. For http://www.aliyun.com/zixun/aggregation/16612.html ">gilt Groupe and other membership websites that supply fashionable luxuries, the" seal "of the internal membership has long been a driving force for growth. Engine.

In the upcoming online invitation system shopping website vaunte.com, exclusivity is also its core. The site will appear as the owner of the virtual world, entertaining a small number of "faction" members: Editors, designers and well-connected New Yorkers who will show off their feathers in the "flea market" of the cyber world and then sell the luxuries.

When Vaunte in Thursday, a small group of ready visitors will have a chance to glimpse Jennifer Crell (Jennifer Creel), Veronica Burde (Veronica Beard) and Aris Apfiel (Iris Apfel) and "Manhattan". Houses and a dazzling wardrobe, these are the stars in New York's social circle, and everyone will show off what they've used and sell them like they're throwing away junk.



The site's founder, Christian Lians Christian Leone, and Lia Park (Leah Park) were former employees of Gilt Groupe, whose goal was to build an upscale community to sell items at higher than normal prices. The site will be based on an auction model, which is largely guided by the "precepts" of selling artwork and antiques: In short, shouting out the source of an item and then completing the transaction.

"What we want is a very directional fashion audience. "said Leon. To ensure that vaunte can maintain an essential and high level of "elite appeal", the site only allows members to bring in no more than two close friends, and the friends should also have similar aspirations for fashion. As Vaunte in the advertising campaign: "You must have amazing looks." ”

Parker added that the site's goal is to "attract like-minded people in the fashion community."

The site has a noble lineage of members/sellers including Gille Kagman (Jill Kargman), who is the daughter of former Chanel CEO Ari Coppermann Arie Kopelman, and author of Momzillas, a satirical work. On this site, she showed some enviable things, such as a creamy and black Chanel evening dress (900 dollars), a Dennis Besso (Dennis basso) Brand fur scarf (250 dollars) and a Catherine Malandrino (Catherine Malandrino brand purple turtleneck dress (250 USD) etc.

Alexandra Lebessard (Alexandra Lebenthal), the novelist, property management firm Alexander & James, posed in front of a car with a gold-plated Chrysler Town & Country. Wearing a sheet of metal-decorated Caroline Na Helena (Carolina Herrera) strapless evening dress (USD 600).

Until recently, the sale of second-hand clothing with "pedigree" was largely the "Terms of reference" of the auction house. At auction houses, the first-class brands tend to get the first-class price. At an auction held by Christie's in June this year, Daphne Guinness's McQueen (Alexander McQueen) Brand dress was priced at about 744,000 dollars in price.

For some people, the attraction of this item is its "version". "Appreciation of the taste of the original owner--especially if the original owner is a public figure--could be an incentive for people to buy." "Leslie Hindman Auctioneers, director of wine and costume accessories at the Chicago auction house Leslie Sindman, said the auction house usually auctioned off items like public figures and gadgets. "Someone would be willing to pay for that consolation. ”

"It's like seeing people's own art of Life," Tiffani Dubin Tiffany Dubin, a private client liaison at Sotheby's, a renowned auction house, said Sotheby. She believes that in a "voyeur" country, this pastime must be attractive.

That's what Leon and Parker are counting on. Compared to the traditional sale of shops, the two people to their customers for goods sold more than 30% of the fees charged. If a customer needs a first-class service, that is, the vaunte is responsible for transporting its items and photographing them, the cost will be doubled.

The two founders took full advantage of the "peer-to-peer" approach. But it's one thing to covet a neighbor's costume, and it's another to wear them. "I don't know if there will be a lot of people willing to wear clothing that someone wore to the Met gala (the most grand party in the fashion world) a year ago." "said Cameron Silver, owner of decades, a high-end wine boutique in Los Angeles, Cameron Chilvo. "I'm worried about evening dresses, especially those that have been heavily exposed," he said. ”

One advantage for "donors" like designer beard may be that she will have the opportunity to promote her new design. But for Kagman, this advantage does not exist. "Being photographed and put on the internet will not help book sales. "she said. For her, the return on the sale of second-hand items on the vaunte.com website will be more immediate. "For sellers, there is a higher percentage of cash to be obtained." "she said. "Plus I don't have to take my clothes to the shops myself, which is a no-brainer for me," he said. ”

Source: Tencent Technology