Privalia: From Private Club to Fashion Brand
The private club (a business model pioneered by the French company Vente-privee in 2001) was the main driver of fashion e-commerce. On the one hand, it helped get rid of brands' stocks discreetly and allowed shoppers to buy heavily discounted fashion products, which they could not find online anywhere else since many brands did not use e-commerce and, in some cases, did not even have websites.
These circumstances helped this type of e-commerce companies to grow very rapidly in some countries for quite a few years.
However, the situation could not last forever and private clubs were aware that they would need to grow through diversification and the establishment of a clear and concise brand.
These circumstances helped this type of e-commerce companies to grow very rapidly in some countries for quite a few years.
However, the situation could not last forever and private clubs were aware that they would need to grow through diversification and the establishment of a clear and concise brand.
Collection: IESE (España)
Ref: M-1330-E
Format: PDF
Number of pages: 21
Publication Date: May 5, 2015
Language: English, Spanish
What material is included in this case:
Description
The private club (a business model pioneered by the French company Vente-privee in 2001) was the main driver of fashion e-commerce. On the one hand, it helped get rid of brands' stocks discreetly and allowed shoppers to buy heavily discounted fashion products, which they could not find online anywhere else since many brands did not use e-commerce and, in some cases, did not even have websites.
These circumstances helped this type of e-commerce companies to grow very rapidly in some countries for quite a few years.
However, the situation could not last forever and private clubs were aware that they would need to grow through diversification and the establishment of a clear and concise brand.
Read more
These circumstances helped this type of e-commerce companies to grow very rapidly in some countries for quite a few years.
However, the situation could not last forever and private clubs were aware that they would need to grow through diversification and the establishment of a clear and concise brand.
Year: 2006
Geographic Setting: Spain
Industry Setting: Retail
Leave your rating
"Privalia: From Private Club to Fashion Brand"
Register for free with IESE Publishing and enjoy all the advantages
What type of account do you want to create?
Choose account type
Professors
Academic Institutions
Individuals