Value Is King
For private-sales luxury site Ideeli, the key to their successful launch was to secure both brand partners and members. The core of Sparkpr’s program centered on educating luxury brands that Ideeli offered a safe way to sell prior season merchandise without making the concept seem like a fire sale and devaluing their brands.
Creating The Line
Sparkpr was tasked with positioning seasoned marketer and Ideeli CEO, Paul Hurley, as a “personal guide” for luxury brands who had not historically done eCommerce. We briefed select business and fashion press about the inaugural brands and how they build brand cache via sales. We positioned Ideeli as a red-rope community for members who wanted luxury but also wanted value.
All Sales Final
Sparkpr secured more than 60 articles in the first week of launch which set the stage for the brands and built instant business credibility. Initial coverage in The New York Times was followed by product features in Oprah Magazine, InStyle, and local broadcast and fashion blogs, helping to attract 100,000 members.
Key media placements provided air cover for business development efforts and helped Ideeli sign more than 70 luxury brands in its first year. Today, Ideeli is the fastest growing online members-only shopping site in the U.S. and has an estimated 3.5 million members.
