Anushya Mamtora
Imagine this scene - there were snazzy hobos, brass studded gladiators and ruffled skirts trying to grab her attention. With a 70 per cent discount on them, she didn’t know which one to head for first. Time was running out. If she didn’t choose them quick, they might just disappear forever, into another eager buyer’s wardrobe.
No, our protagonist didn’t shove through the discount mall. She simply clicked her way through the latest trend in luxury shopping – an online private shopping club.
A shopping platform that has been a hit internationally, private shopping clubs are sprouting up in the Indian retail fashion scene, with big brands and designers joining hands to offer some super cyber deals.
While www.fashionandyou.com just ended their first sale with Moschino and Hugo Boss apparel and accessories, amongst others, www.brandmile.com would be in the fag end of their first discount sale with the likes of Dolce & Gabbana and Marc Jacobs up for picks, when you are reading this. And how can we forget www.bagsutra.com, India’s first luxury handbag rental service that lets you drool over some Miu Mius or Louboutins!

How does it work?
While shopping online per se is a ‘been there done that’ for most of us, it has mostly been through company websites or online shopping portals. Private shopping clubs are third party sites that rope in different prominent brands and offer their products at a good discount, and deliver them at your doorstep. International labels on the other hand are happy to be accessible to customers in smaller towns who don’t have access to their boutiques. They also up out on infrastructure related overheads incurred on setting up plush stores and trained staff, which in turn translates into a sizeable discount for shoppers. Individual sales usually run for a limited period of 24 to 72 hours.

It’s private
These platforms do not work on a ‘come one, come all’ basis. They are exclusive, private and wish to target just the right customers, as also to maintain the image of the brand. To become a member, one has to either get an invite from the club itself, or an invite from an existing member. One can also register for membership, but be prepared to join the ‘waiting list’. Yes, the demand has been so steep that these websites have to keep a check on the numbers. “Fashion and You adds about 2,000 to 3,000 members every day and their member list has increased four times since they started!” says Pearl Uppal, Co-founder and CEO of the new shopping club. Pearl has considerable experience in the internet space and has worked with Yahoo! India and Rediff.com. In fact, it’s professionals with this niche work experience who are venturing into these new shopping platforms.

Spoilt for choice
From apparel to accessories, watches to shoes, for men, women and children, there are quite a few neat picks. And it’s not just the international labels like Tag Heuer, Escada, DKNY, Baume & Maucier, Paul Smith etc., that you can look forward to for some amazing discounts. Indian designers are on the cards too. While Kimaya has welcomed this format, they come with a slew of Indian fashion designers who put up some of their best creations, and so does Sia with some exclusive home trimmings.
While the initial response has been quite overwhelming, whether Indian brand shoppers and willing to be loyal club members, remains to be seen. In the meanwhile, time is ripe to get great deals and an even better wardrobe. Register, browse through previews, keep track of sales and simply crack the deal!

Club hopping perks, if you are member, that is:
- You needn’t travel to the ‘metros’ for your monthly brand shopping.
- Retail therapy while at work.
- You can waitlist your favourite products with the club, and if they are going to be up on sale, they will give you a tinkle.
- Earn some brownie points. Invite your friends, and get some amount credited to your kitty with their first purchase.
- Apprehensive about buying that expensive shirt without even feeling it or trying it on? With multiple views and angles and extensive detailing of material and sizes, these clubs make it relatively simple. Moreover, a 14-day return policy. Terms and conditions apply, but of course!
- Up to 70 per cent off!!! Can it get any better?