“In order to join, you need to be invited by someone that is a member, or you can submit your email and wait for a space on the waiting list…”
I was sitting at an online retail conference in 2008 listening to a fashion marketing executive from the Rue La La group discuss a relatively new concept of online clothing shopping. The model was simple. At a set time each weekday, members could login and purchase items at a fraction of their original retail price on a first come, first serve basis. You could literally hear the rattle of fingers striking keyboards to attempt to login to this “exclusive” store. Those of us attempting to join were waitlisted, but a few days later my golden invite to exclusive sales arrived in my inbox.
This “exclusive” invite that was part of the original model changed shopping, as I then knew it. My little jewel box city of Boise no longer created a geographically undesirable fashion crisis; particularly for the designer business apparel I felt I needed for meetings in metropolitan regions. I know longer felt like I was missing out on the affordable and chaotic designer sample sales in obscure locations in New York City. At 10 am MST, from the comfort of my own desk, my colleagues knew not to disturb me for 10 minutes because the Rue La La sale was on. A weird adrenaline rush would come over me as I quickly added products to my cart and hit the purchase button for an item that "I had to have" before someone else scooped it up or it expired from checkout. The front desk staff at my office and our UPS route driver actually knew that the distinct white parcels with black “Rue La La” scrawled across the sides were destined for my office.
Since my career was dedicated to running an online business, I actually somewhat justified my purchases as consumer research (nice try on my part!). I definitely became an expert regarding what it takes to create a great online shopping experience and which retailers and brands had the best online stores (story continued below).
MY SHORT LIST OF FLASH SALE WEBSITES
GILT GROUPE
WHAT I LOVE:
- Exclusive promotions for members to unique events
- Access and specials for brands that are not readily available in my area. Love shopping for jeans and special event attire on Gilt.com.
Hampton Classic 2014, anyone?
Clockwise from upper left: 1. Hermes Horse Ashtray (I like these for jewelry holders) 2. Laura Mercier Makeup (the brand I almost exclusviely use, but I logged in late to the sale and the items I use were already sold out!) 3. Cartier is my go to watch-simple equestrian classic style from stable to street 4. Love AG Jeans rolled with paddock boots, Converse or sandals. Gilt has great deals and more styles than I can find in my city.
To join, visit GILT.com
ONE KINGS LANE
WHAT I LOVE:
- Unique equestrian themed home decor and accessories
- Artisan, small batch and vintage items
These books vintage books by C.W. Anderson bring me back to my childhood. I've always loved his illustrations. 
Clockwise From Upper Left: 1. Handcrafted blanket roll with vintage blanket, by Dust Bowl Dry Goods 2. Rebecca Ray Duffel 3. Equestrian Hand Woven Rug 4. Vintage Horse Blanket Pillows
To join, visit OneKingsLane.com
RUE LA LA
WHAT I LOVE:
- The (Style) Guide: Rue La La's blog because it is current with the latest trends
- Reminders for future sales featuring specific brands
My Favorite Purchases:
- Oughton Limited handbag, travel bag and accessories, Canyon Ranch Health Spa Travel Package
Clockwise from top: 1. Tweet featuring Oughton Limited on Rue La La (this was damaging to my bank account, but I love my pieces!), 2. The (Style) Guide (Rue La La's Blog)...note the Burberry equestrian inspired monogrammed cape on the far right 3. Members can set reminders for future sales events. The iconic luxury house with equestrian roots, Hermes, has an even coming soon!
To join, visit RUELALA.com
(continued from above) I left my corporate career in e-commerce in 2012 to pursue my own company and create more balance in my life. In those few short years from my initial introduction to flash sales, the online shopping community had changed dramatically. Several factors are attributed to this change in paradigm including the exponential growth of Amazon, mobile shopping connected with the launch of the IPad and IPhone, acquisitions of online stores and the replication of the flash concept, and traditional retailers and luxury companies answering consumers' requests for a personalized online shopping experience.
I had been involved with online store development since 2006 and I admire the pioneers of the flash sale concept because they deserve much of the credit for driving online stores to deliver impeccable live customer service, simple return procedures, distinctive packaging, visual and written product descriptions, simple checkout processes and affordable shipping.
I no longer have a need for an extensive career wardrobe, nor crave the adrenaline rush that seemed to briefly alleviate the daily stress of the rigors of an intense career. BUT, I still faithfully remain on the lists of a few flash sites to stay abreast of trends and to purchase a few special items each year for special occasions, my “daily uniform” (yes, my wardrobe has SUBSTANTIALLY shrunk), an occasional travel deal and coveted items for our rather minimalist home.
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