Online shoppers of deeply discounted luxury labels will get to bid for something different on Wednesday.
And they better press the “proceed to checkout” button really fast.
Volkswagen is selling one Jetta each day for $5,995 on Gilt Groupe, an Internet luxury goods seller, from Wednesday through Friday . That’s a hefty discount on the SEL model that starts at $22,165, including destination.
Gilt Groupe is a member-only shopping site that sells limited quantities of luxury goods in what’s known as flash sales. Once they’re gone, that’s it. For instance, recent sales included a Frette sheet set for $438 to $675, discounted from $1,250 to $1,350, a Rebecca Minkoff diaper bag for $315 ($525 retail) and a men’s Bill Reid suit for $548, normally $1,195 retail.
Members are notified by e-mail of daily sales, which last only 36 hours.
The Jetta will come in a gold wrap and proceeds will go to the charity Dress for Success.
The sale will be interesting to watch. VW says it’s participating in the Gilt Groupe sale strictly for the publicity and the buzz. Charlie Taylor, general manager of digital marketing for VW, says too many consumers still think of VW models as being overpriced. And from his perspective, Gilt and VW both offer high-quality items at a deeply discounted rate.
Gilt has 4 million members, and VW wants to reach a new audience, according to Taylor, who is a member and buys from the site.