On a sweaty evening earlier this week, new flash sale site The Peacock Parade hosted a launch party on the roof of the Thompson Hotel. I’ve never really understood bricks-and-mortar bashes for web boutiques so instead I clicked over to the site from the comfort of my air-conditioned apartment.
I didn’t get past the homepage though. The site actually debuted this morning but, even now, a membership is required to access its up-to-70 per cent off merch from Gucci, Prada, Celine, Dior and other swish labels. Making you sign up is how these sites build their customer base and it’s also the reason I’ve never shopped them. My hunger for privacy still exceeds any cravings I have for half off Halston but I must be in the minority.
Though flash sale original Gilt Groupe debuted in 2007, the concept has exploded this year, replacing pop up shops on retail trend watchers’ radar. Our consumer behaviour has accelerated past stores that exist for a week to sales that expire after 48 hours. And like a pop up, flash sale sites usually feature a tightly edited product lineup with the addition of an exclusive marketing strategy designed to make you feel special and included once you’re granted a membership and permission to spend money.
Other launches over the past 12 months have included design destination Fab.com and fashion spots Stylehopper and PRIVÉ. More conventional e-tailers like Shrimpton Couture are also employing short, surprise sales to lure in shoppers.
The Peacock Parade plans to set itself apart by flash selling Canadian labels like Greta Constantine, Biko and Jenny Bird and supplementing the deals with original editorial content featuring clothing and accessories styled in Coveteur-esque vignettes.
