Dealuxuries group Ila Cruz, Dodo Melicor, Ash Mandayan and Lourd Ramos of Creations. Photo by Nelson Matawaran
The launch of a new online e-tailing concept was set in a discreet salon, called Creations, in Glorietta 5. The press was pampered with hair spa, makeup, massages and manicures while nibbling canapés from Bizu and listening to live jazz music. They were given exotic mango wine in golden goodie bags and jersey dresses by a new label, Vestito.
One thing it did not provide: the look of the upcoming website: dealuxuries.com.
The media event was a platform to introduce their brand. To be launched this month, Dealuxuries is as a privileged, by invitation-only club.
“Members can access our online store where they can see different brands and partnerships offer discounts or perks on top of the regular offer. You get invited to exclusive events as we are building partners for wine auctions and ballet performances,” says Ila Cruz, one of the marketers.
“We want to take online shopping to a higher level. When they purchase something online, there’s customer support. There will be customer service calling you and reminding you of purchases such as this particular dinner that you purchased that will expire on a certain date. We offer the high-end brands and package them in a way that more than buying, the niche market is experiencing a whole lifestyle.”
Asheesh Mandhyan, marketing consultant, explains, “People are looking for a provider not group buying. Some upscale brands exist in the Philippines, but they don’t have the full assortment or as much seasonal discounts. They are looking for a way to get the same product or service that they expect in the Philippines.”
He adds, “Members will be the first to be notified; hence, they’ll be the first to have a new bag, the new shoe or experience a new location. If a hotel opens in Palawan, they get invited. We can get them to appreciate the experience. This one person could be equated to maybe 100 or 1,000 others, who is influential and can start the trend.”
Dealuxuries identified its niche market as those from the country’s elite who are early adapters to trend and can affect others. Their partner establishments shared them their list of special clients who want to be informed of the latest product or services.
For partner merchants, Dealuxuries can help major brands to strengthen their online presence and widen their market. For upcoming brands such as Vestito by young designer Angela Batoon and Creations by Lourd Ramos
Salon, it can represent them. Mandhyan points out that many popular high-end brands in the Philippines have Flash sites with stunning images. However, they just provide information instead of selling the products. Dealuxuries aims to create and convey the experience of richness the brands online.
“This is a relevant platform for the luxury brands. They don’t lose their prestige because of online sales. We take care of these brands by offering their products to the right market,” says Cruz.
Dealuxuries is composed of a group of 15 young investors who understand the whims of their target market: the elite circle. They are following the trend overseas where the luxury brands have finally conceded to merchandising exclusive products on the Web. E-tailing has provided more revenue than traditional look-and-feel shopping.
“In the Philippines, trading online is relatively new. People are afraid to put out their credit card. We hope to build credibility that even if they can’t see or feel the product, they can try us once and make sure you come back,” says Mandhyan.
Dealuxuries’ major partner is Mary Anne Meily, owner of Dine Asia, a successful online dining guide and magazine that is distributed in snooty places such as golf and country clubs. They have also established deals with Adora, Mandala Spa and Resort in Boracay and Eskaya Resort in Bohol. At this writing the marketers are still finalizing negotiations with their future partners in fashion and technology.
Meanwhile, Dealuxuries members can get the first crack at Vestito’s new collection, get special packages with Creations Salon or invited to exclusive events.
“It’s a different approach to help merchants. Unlike networks, we help them to grow their market,” says Medador Melicor, marketing director.