Amazon woos fashion addicts with MyHabit.com budget boutique
09.02.66
The wears at MyHabit.com, while supposedly exclusively offered (membership has its own marketing appeal), are supposed to be discounted by about 60 percent. I looked at a I.Am clothing "Detailed Tee" selling for $39, marked down from $98. I dunno, even discounted the Tee is overpriced to me.
But the presentation is inspired. It's like attending your own personal fashion show. The model isn't a static photo -- he moves! He turns around so the shopper gets a full few of the clothing. For perspective, the model's dimensions are given. In this case: "Height 6'2"; Waist 31"; wearing a size M; Shirt 16; Suit 40 L." I'm five-six and will never look like this guy wearing anything sold there.
Clothes, footwear, jewelry and other items are offered as four-day "events," and the one for I.Am clothing goes through May 6.
MyHabit.com competes with several other fashion sites, including Google's Boutiques.com , which launched last autumn in beta. But Boutiques.com lacks panache and exclusivity, not that it's really all that exclusive. Anyone can sign up, near as I can see. It's all about the branding and making shoppers feel exclusive by participating in "events" that present designer label wear at Filene's Basement or Nordstrom Rack prices. Although the Doo.Ri "Astral Skirt" gave me sticker shock, at $278, discounted from $695. It's cute, I must say.
Source: BetaNews