Today is

By: Ikedi Ani-okoye

Author: Natasha Burroughs

Fashion Accessories

Luxury, luxury, wherefore art thou, luxury? In an age of 'cheap chic', our relationship with fashion's Romeo appears to have soured as high street stores continue to make expensive designs increasingly accessible to consumers. For some time, designer brands have been fighting to retain their exclusivity, with websites such as asos.com offering imitations of celebrity dresses and catwalk creations at a smidgen of the real retail price. Having recklessly seized the fashion world, 'the Sienna syndrome' has given cheap clothes a certain cachet. Primark is the nesv Dior; H&M is the new Hermes.

Fashion and High street

However, the apparent interchangeability between high street and designer is beginning to wane, particularly among higher-earning consumers. The days of faded skinny jeans, broken-in cowboy boots, denim Waistcoats and everything else under the 'boho' umbrella are numbered. Ethical concerns about manufacturing and the conviction that we're all 'worth it' has got savvy British shoppers looking to buy fewer products which are good quality and, most importantly, branded. Luxury may have been democratised, but it is also being re-invented - cue the dawn of the 'vente-privees'.

Invitations to 'vente-privees' have long been the domain of only the most well-connected fashion insiders. Traditionally, they have been used to give luxury brands a discrete and premium environment in which dispose of excess products to trusted customers. The concept is already big in France and looks set to become the next hottest trend in British retailing, especially as this exclusive privilege is now going online.

Selection of fashion accessories

Boasting a desirable selection of luxury brands and a inembers' club feel, private e-boutiques are going to be the fashionista's virtual Bond Street this year. Posing as a cyber personal shopper, they will give invitees great value on chic designer pieces, from Chloe shoes and Damaris lingerie to D&G accessories, and access to major discounts.

From a business point of view, the UK is perfectly primed for an explosion in online private sales, with Internet shopping at an all-time high and up 50% on last year. One site that is capitalising on this trend is recently-launched BrandAlley.co.uk, whose sister site Brandalley.com already boasts 1.3m members and 1.8m visitors per month.

CONCLUSION

"Luxury has essentially been democratised via the net by giving normal people financial and geographical access to a world of dream brands", says BrandAlley CEO Sven Lung. "however, the ethos of the private sale, with the club environment and short-term schedules sales, gives people a sense of inclusion and being on the inside track, while still maintaining the premium environment and integrity of partner brands. The appeal of a site like BrandAlley is a result of this new attitude to luxury goods and reflects the consumer's desire to purchase good quality, classic items at value prices."