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2013 March 28

Gilt Groupe's New Launch: The Ultimate Dress Shop

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Gilt's The Ultimate Dress Shop Gilt's The Ultimate Dress Shop
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(NEW YORK) Today, Gilt.com is launching a new platform for selling designer dresses called The Ultimate Dress Shop, which will permanently reside on the site. Each week, the dress shop will be tailored to a different theme and will launch with "work to cocktail" dresses. A portion of the proceeds from this week's theme will be donated to Dress For Success, a program that helps provide appropriate work attire for low income women interviewing for or beginning new careers. Other upcoming themes include: light bright dresses, the maxi, perfect peplums, and color block.

Helming the idea is Tracey Lomrantz Lester, the site's editorial director and former contributing editor at Glamour. Each week Lester, who started her GIlt gig a month ago, will style a dress four ways to show customers how to get the most bang for their buck. "It's our answer to our members seemingly insatiably appetite for dresses. They can't get enough," said Lester, clad in Narciso Rodriguez for yesterday's launch breakfast. Her favorite dress on the site? "Carolina Herrera. We have this super elegant, tweedy pink shift that really says spring for me."  

While the dress shop will be the first part of the site to be editorialized with styling tips, Lester will be exercising her editorial voice elsewhere on the site by bringing the new service-y feature to other sales and shops going forward. "
I went to journalism school and I have a very traditional editorial background; I'm surprised by how many of those skills translate here, but also how much I'm learning," said Lester of her new-ish role. "I feel like I'm getting an MBA at Gilt."
PAIGE REDDINGER




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