Sep 19, 2017 | By WGSN Insider
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As consumers seek more experiences rather than products and switch their spending to travel, retailers and fashion companies are responding by going with them. Online retailer gilt.com said yesterday that it is partnering with Celebrity Cruises and Starboard Cruise Services for the debut of Gilt at Sea, its first onboard pop-up shop experience.
Gilt president Jonathan Greller said: “Our New York store, opened earlier this year, has been a lab for retail innovation and these two new shipboard shops continue to evolve the Gilt model into a new format.”
From December 3 to January 29, Gilt shops will bring a curated mix of resort fashion to passengers aboard the Celebrity Reflection and Celebrity Silhouette cruise ships, sailing weekly from Miami and Fort Lauderdale.
“Hosting these exclusive pop-up shops on board Celebrity Cruises for our guests, in partnership with Gilt, was a natural fit given our shared value to offer unique experiences,” said Celebrity’s CEO Lisa Lutoff-Perlo.
The Gilt at Sea shops will replicate the gilt.com experience, including insider deals, complete with on-board events, invite-only vintage trunk shows, and Gilt Style Ambassadors to provide shopping and styling advice.
Customers will be able to shop a newly curated selection of merchandise each day, tailored around rotating themes. Available brands include John Varvatos, Nanette Lepore, Cosabella, Alexis Bittar, Botkier, Antik Batik, Furla and others, in categories including swim, sleepwear, casualwear, accessories, and gifts.
This is not the brand’s first attempt at experiential retail, in October Gilt.com launched an interactive retail experience called the #GiltLife House.
Taking over all four floors of a SoHo townhouse, the luxury home was outfitted in artworks, clothing, accessories, furniture and other goods all available from Gilt.com in the month of October. This Gilt at Sea concept, takes the idea and success of the GiltLife House one step further, for fans of the e-commerce retail site.
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