Chapter 2 - Strategic Planning for Competitive Advantage

Gilt Groupe's CEO Kevin P. Ryan understood that the U.S. economy had been in trouble for quiet some time and that the average consumer wishes to buy luxury goods but cannot afford them at full price. Brick and Mortar stores notice that a large percentage of their full price business had been affected because of our economy's finical problems.  Generally speaking, consumers would rather wait a few months for something to go on sale than pay full price.

Ryan noticed a pattern and set out to build a core founding team that would develop a website that allowed consumers not have to wait for sales and offer merchandise up to 60% off. He brought on Mike Bryzek and Phong Nguyen as the technical masterminds. From the start they worked to create the fastest, most exciting and elegant shopping experience online. They strove to ensure that all customers who shopped on Gilt received unparalleled customer service from the moment they entered the virtual doors, to the instant the gleaming box arrived at their doorstep. Alexis Maybank and Alexandra Wilkis Wilson, long time friends and devoted New York City designer sample sale shoppers, were next to join the team, bringing their personal passions for online shopping to the group. Alexis, with a background in eCommerce at eBay and AOL, and Alexandra, with a background in luxury goods from Bulgari and Louis Vuitton, set out to build the rest of the Gilt team. 

They got the word out to savvy shoppers across the country, set their sights on the best designer brands and services and convinced these brand partners to be featured on Gilt.com. From there they have cornered the marketing by introducing and creating 8 different divisions under the Gilt Groupe umbrella. 

Another aspect of the business Gilt does to separates themselves from their competitors are their continuous marketing strategies through social media and a men's editorial fashion blog that teaches fun facts. 

With hiring the most affluent people in the industry, customers feel validated knowing that they are offered the best of the best. A true one stop shop.