Accessibility and luxury may at first feel like unlikely bedfellows, but in the digital age luxury brands are being forced to redefine what constitutes exclusivity.
Shop Direct’s Very brand may at first seem like an unlikely entrant into the luxury fashion market. Yet with the launch of Very Exclusive, Shop Direct is confident its combination of 0% finance deals and digital expertise will bring Marc Jacobs to the masses.
Hugh Longland, head of luxury brands at Shop Direct, says that the brand is focused on customers who feel priced out of the luxury market. "The combination of the brands our customers want and VeryExclusive.co.uk’s payment options have the potential to disrupt the luxury market."
Digital fashion dreams
To promote the new platform Very has partnered with Stylehaul to create a campaign featuring You Tube bloggers shot by renowned fashion photographer Rankin (see video).
Shop Direct’s Longland says engaging with influencers "allows us to build the credibility and authority of the brand amongst their hugely engaged audience but also epitomize the VeryExclusive.co.uk mission of democratizing luxury."
He explains: "Whilst there is still a place for traditional marketing channels, our strategy for VeryExclusive.co.uk focuses on digital activity, including video seeding, social media display advertising and collaborating with popular fashion and beauty YouTubers."
Buy now: pay later
But at the heart of the marketing strategy for the site is finance not fashion; customers will be able to finance their sprees with Shop Direct’s credit offer. The ‘Take 3’ proposition allows shoppers to spread the cost of their purchases across three monthly, interest-free payments.
Very Exclusive’s pragmatic approach to fashion may give it the edge. According to Longland the brands target audience are 26 to 35 year old women passionate about shopping for, and owning premium fashion and beauty.
He explains: "These women are united by their love of designer brands and see them as a real treat. That’s where Very Exclusive can help them. They can spread the cost of their purchases across three monthly opt out interest payments or use our online account with a representative APR of 18.9%."
For many consumers whilst bloggers may have brought an ever widening range of luxury brands to their attention, the hefty price tag has kept the brands out of their reach. Put simply while digital media has successfully opened the door to consumers taking a virtual front row seat at Burberry’s fashion show is a world away from owning the brand’s eponymous trench coat.
However, Very Exclusive which stocks brands from Red Valentino to Vivienne Westwood Anglomania, aims to take luxury fashion from the virtual walls of their social media feeds to the real world’s of their wardrobes.