Gilt.com uses the “sample-sale model” to let all consumers (or at least those who are invited to become members) enjoy the sales that attract “determined luxury-bargain seekers” to New York and Los Angeles. Sales are organized by brand, date, and duration. Discounts can run up to 70 percent, though many items will only seem like bargains when compared with the “astounding” retail prices.
RueLaLa.com requires new subscribers to either be recruited by an existing member or to join its waiting list. All sales last 48 hours—measured by an online “countdown clock” visible on the website and on its iPhone application. Discounts have been known to run as high as 80 percent.
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