fashion by invitation

First group buying, now invitation-only online fashion

Wrote about the potential of group buying to take off in the Philippines right before the launch of local services Cash Cash Pinoy and Buyanihan. Now there are also Beeconomic (just bought by Groupon) and Deal Grocer, a higher-end version.

Another e-commerce trend that has become popular in the last few years is websites that provide discounted high-end fashion but with invitation-only membership. The most popular US sites are Gilt and Rue La La.

Today saw a friend post about www.ava.ph:

This is the first exclusive high-end fashion website I've seen locally. Given the plethora of online coupon sites popping up there seems to be a market of web-savvy Pinoys who are ready to take their credit cards out and finally use them online. But are we ready for online high fashion?


Will this fly? Let's see. In the meantime, I await my invitation!

crowdsourced group buying: philippine potential?

Online group buying has become a popular trend in the United States. Websites offer group deals - discounts, gift certificates, etc - that are activated once a minimum number avail.

Users are alerted on daily deals with promotions for restaurants, spas, stores, home services, etc. Each announcement includes the original price, discounted price and the minimum number of people that need to avail for the discount to be activated. Crowdsourced group buying.

Groupon is the most popular group buying site. Founded in 2008, it now operates in 150 cities worldwide. Its sizable user base guarantees a good chance for participation and its website claims that it has saved users almost $450 million.

I subscribed to their updates while in New York recently and got offers for discounted gym classes, maid service and restaurant gift certificates. Would probably have tried something if I'd been around long enough!

Would the same concept work here?
Have been wondering if this would work in the Philippines. Breaking it down, the operation would require

• Merchant partners
• a digital Distribution Platform
• Critical Mass - interest and participation, and an 
• Online Payment Facilities

And looking at how well we would do in each area —

The verdict?
Maybe not yet. While the right marketing could drive enough interest and participation in GMA, this might not be enough to constitute critical mass.

Who could capitalize on the trend
As internet penetration grows though, you never know! And maybe the offer needs to be put forth before demand grows.

• Coupon companies, e.g. Enjoy 
• Credit card companies who want to build the online shopping habit. Hmmmm!