SELLING EXCLUSIVITY - MEMBERS ONLY GOES PUBLIC

Everyone wants to feel special – hence the reason for members only country clubs and alumni groups. Sometimes “Members Only” means that you are part of an elite social circle or have celebrity status (even if you have languished in jail).

To join many of these clubs you have to be recommended by a member and approved by the board of directors. And up until now, members only alluded to a social standing of lofty heights.

But, now the fashion industry – and marketing mavens – have figured out a way to make shopping an invite-only experience as well. And who doesn’t want to be a part of something exclusive?

The first “Members Only” shopping experience had more mass appeal than class appeal. Costco, Sam’s Club and BJ’s Wholesale Club all capitalized on the member’s only requirement. And in most instances this is supposed to guarantee that you get special discounts on goods (surprise, for the most part the prices are pretty high still).

Just this week I was notified by “Town & Country” Magazine (a bastion of member’s only types) that I could join a members only shopping community. Called ideeli, this members only online shopping site sells “authentic luxury items at preferential prices to members.” They also have a give-a-way each week.

But, before you can spend money on designer duds you have to join the club.

According to an article on examiner.com (The lowdown on invitation-only shopping websites), “These retailers offer high-end designer goods for a reduced price to members, but the sales last only a limited time. Ideeli’s events have secret starts, where members are notified a couple hours in advance. (Oh... the intrigue).

The article also says that members only fashion websites buy merchandise directly from designers and manufacturers, so they can negotiate a lower price (I see the ghost of Frieda Loehmann now).

The psychology is simple – yet complicated. “The sites attempt to recreate the frenzy and excitement of designer sample sales by selling goods in limited quantities for short durations of time. Designer brands are very receptive to these websites, because it can be challenging for them engage an affluent audience.”

According to Robin Lawson of Ideeli “We are a marketing solution for them not a discount site – so they can clear inventory in very high volume fast, and get a measurable marketing benefit. This in turn helps us tremendously in getting the best merchandise for our members.”

Members only online shopping sites are also place for smaller, up-and-coming designers to sell their wares to the public, Lawson added.

Other thriving members only luxury sites include The Gilt Groupe and Rue La La. Members shop online at fire sale prices that last 24 hours with merchandise selling out in minutes. (The thrill of the hunt is a great motivator).

Members can get 40 percent to 70 percent off designer labels, and get the extra adage of “being in the know.” Emails and text messages alert members hours before the limited-time sales. While Gilt and Rue La La started less than a year ago, ideeli was founded in June 2007. Membership is now in the hundreds of thousands, and they expect to surpass the one-million-member mark this year.

Ideeli partners with over 300 brands and continues to add new ones. The website also hosts giveaways. Sales and giveaways have “secret starts,” but members can preview the merchandise available up to 10 days in advance.

With the recession - and the slowdown of retail sales - anything that gets the consumer off the couch and into your store (or on your website) is an act of sheer brilliance.