Agenda-setting intelligence, analysis and advice for the global fashion community.
Invitations to private sales have long been the exclusive domain of only the most well-connected of fashion insiders. Traditionally, they have been given out by fashion companies as a way of saying 'thank you' to friends and supporters of a brand. This wasn't just to be snobby, there was also an important business rationale behind it. It ensured that the goods ended up in the hands of trusted customers rather than being sold out of the back of a truck somewhere, which can damage brand equity and reputation.
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