Gilty as Charged
One of my favorite websites to shop around and kill time on is Gilt. It’s basically a sample sale but at the convience of your own house or anywhere your computer is. It takes luxury brands, typically sold in high end department stores, and puts them on sale for a short amount of time. The sales start from about 40% to 80% off and items range from shoes and accessories to pants and jackets. Not only are there women, mens, and kids selections available but also home items and “city” items, such as spas, car rentals, dinners, things to do within your city. I believe that what sets Gilt apart from other competting websites is their pathos and logos, drawing in the buyer.
I believe that what sets apart Gilt and motivates its audience to buy things is it’s look. Right when that home screen opens up it’s a clean, white, refreshing page. It’s unique layout sets it apart from typical online store websites. If you go on store websites they normally have clutter and a lot going on. It can get overwhelming if you are looking for something and there is just too mayn options. Gilt is a very attractive website similar to its products.
White space is very evident on the website. The website has many options to choose from but that first page, scales things down for the audience. It is not noisy at all and they demand the attention of the user through contrast. The pictures used for a sale are colors that pop out and draw the buyer in. Against the crisp white background, and black classic font, the bright colors really stand out and cause attention to a certain sale.
The playfulness of the website is what I think the website has done the best job at. The images only show a sneak peak into the sale allowing the audience to really think about items are available. I know that whenever I am on the website and all I see is that image, if I like it I will click on it. Each sale picture either has tension or broken boarders. Some images will have shoes and a bag touching together hinting that multiple things are on sale. Other images will have the upper body of a women but cut off at a point where you can’t see the bottom of her shirt. You want to know what the bottom of the shirt or jacket looks like to see if you want to buy it. Many things are left to question, causing the buyer to click on the sale, creating more options for them to look at to buy.
Getting people to look is probably the hardest thing for any website to achieve. One of the best things Gilt does is once it gets someone on their website, they can invite others to be apart of it, getting people to look It’s like they are killing two birds with one stone. In an interview with Alexis Maybank, co-founder of Gilt, she speaks about how they connected with people who were big in fashion on social media. Those people then reached out to others, getting people to look at the wesbite. The main reason it was sucessful was because of the core message they were sending out. The first thing you see on the website is the high end products on sale for a huge discount.
The flow of the wesbite also draws in buyers by being simple and easy to use. Also they know exactly who their audience is. One article I read, Gilt Groupe…understanding brand appeal, praises Gilt for their ability to undersand customers. The audience knows what they want, they enjoy these brands and want them at a cheaper price. The website easily allows customers to pick where they want to go without being pushy. There are no unwanted ads on the side of the website or constant pop ups annoying you. The website is extremely user friendly and I think one of the easiest ways to shop online.
I hate shopping online but when I need something this is where I will go. They have certain categories or features that are themed based, like “Perfect for the Office” or “summer chic”. It’s super helpful when you don’t know exactly what you want and are lost and need some direction.