It’s no secret that I’ve long been a devout Gilt Groupe member (read: addict). And while I had the old school experience of real-life American mall shopping on Black Friday, Gilt launched their very own Holiday Shop last week – a collaboration of sorts with Marie Claire editor Nina Garcia.
For 4 weeks, Gilt’s Holiday Shop will feature a new sale each week, which is “themed” according to the December issue of Marie Claire. The current sale features Color, and sales to follow include Cozy, Natural and Retro. Here’s a glimpse.
Ok so the Color theme is quite obvious.. you scroll down the page where green turns to blue, turns to orange, yellow, red, etc. You could search by product category – say scarves, hats, or leather – or by size. The selection is vast and covers mens, women’s, kids and home gifts from various price ranges, though you can’t narrow it down to those departments. (You could however do that on the more extensive Gilt-only part of the site which also allows you to shop by personality, for her/him etc. and by price.)
The thing that is missing here for me is that aside from a banner at the top of the screen, I see no connection between Marie Claire and Gilt’s themes. They are apparently the same, but I don’t have Marie Claire in front of me and even on their website, I only found 1 article about the Nina + Gilt feature.
Gilt is surely at the forefront of flash sales and the team-up with Nina Garcia has potential and value with a curated perspective. However I need to see a greater magazine tie-in here, which is something that’s also been lacking in Gilt’s shop-by-trend sales. I would love to see a pretty picture or trend collage that entices shoppers not only from a have-to-have-it product standpoint, but from a broader perspective that combines online shopping by product and the beauty of magazine editorials.