Online shopping may have a new way to endorse designer brands. Fancy.com is a new site that allows users to interact with portfolios of almost anything by simply clicking. Oscar de la Renta decided to allow the NY-based company to offer advance orders of a new sweater that premiered at their fashion show recently. On the following night, five of the $2,490 t-shirts had been sold.
Alex Bolen, chief executive officer of Oscar de la Renta told The New York Times, “Selling five of those baseball tees is not going to change our lives, but I have got to say, I was surprised.” Bolen also told the times that the company wants to demonstrate that they can take risks by putting expensive items online. Fancy is now selling more than $10,000 of merchandise a day, as reported by The Times. However, the advanced selling of Oscar de la Renta’s shirt was the first time the site offered an exclusive order on the day of a show.
Designers hope this click response may help determine demand for specific items.