Meet MyHabit, Amazon’s Gilt And Vente Privée Killer

myhabit fashion flash sales

[credit provider=”MyHabit”]

Yesterday night MyHabit, Amazon’s Gilt and Vente Privée killer, was launched.It’s a big deal. The flash sales market is getting really hot. Vente Privée, the biggest company, is announcing its entry to the US soon. Gilt is growing like gangbusters. eBay is buying GSI Commerce, which owns RueLaLa, the #2 in the space.

So Amazon, the 800 pound gorilla in the space, had better come out with a strong offering.

So, how is it?

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title=”Here’s what it looks like. It’s pretty. But we haven’t heard of any of these brands.”
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title=”Here’s more men’s sales. Bed Stu? What is that?”
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title=”Here’s a product page. VERY COOL: the model is fully animated. Neato!”
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title=”Again, this isn’t a big brand. Let’s check out that blue/purplish (hey, we’re a dude, we don’t know the colour) dress.”
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title=”So, should this guy be scared?”
content=”Amazon’s MyHabit is taking aim straight at Gilt Groupe. Should Gilt Groupe’s Founder and CEO Kevin Ryan be scared? Should Vente Privée’s Founder Jacques-Antoine Granjon?

At first blush, it looks like no.

A Vente Privée exec tweeted when the site went live: ‘Impressive site. … Especially the product videos. Hot!’ And she’s right, the product videos are a nice touch. But she doesn’t seem scared. Vente Privée and Gilt also have their own studios where they do photoshoots and videos.

But most importantly, as Vente Privée founder Jacques-Antoine Granjon has pointed out, private flash sales are a B2B business, where the goal is to get brands to give you their excess inventory at good price and trust that you won’t devalue their brand by slashing prices too much or selling them in an ugly website. MyHabit is pretty but, unlike Gilt or VP, it’s open to anyone with an Amazon account (i.e., anyone), and we suspect this is why they couldn’t launch with any huge brand. It also seems slightly unfocused. There’s a great deal of curation in the private flash sales market.

It’s a good first effort, but it seems Amazon still has a ways to go with the execution on this one.

Disclosure: Business Insider shares co-founders with Gilt Groupe. Gilt Groupe CEO Kevin Ryan is Business Insider’s chairman.
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