Receiving an invitation can’t help but make one feel special, and everyone wants to feel special, right?
According to this Springwise article, that appears to be the thinking behind the Claseo Fashion Line. Taking exclusivity one step further, Claseo clothing can be purchased by invitation only. Membership allows you to participate in an online community of other “chosen” shoppers and gives you the ability to help design new collections.
Disappointed you haven’t been invited? There is hope. You can apply for an invitation if you see something you have to have. If you try this, please share what response you receive!
Brand managers must continue to explore new ways of engaging consumers, promoting value and making buyers feel special. For examples on how to take this idea to the masses, check out Trendwatching.com’s report on “Massclusivity.”