Amazon launches fashion site MyHabit

Not quite a flash sale site, MyHabit offers competitive deals on high-end designer fashion

While everyone else is coming out with their new daily deal offerings, Amazon is taking a different path: high-end designer fashion sales. The e-tail giant announced Tuesday the launch of its new fashion hub, MyHabit.com, a site that can’t really be described as a “flash sale” site as the sales last for about a week, but has all the fixin’s of flash sale sites like Gilt Groupe and ideeli.com.

The members-only site features designer men’s, women’s, and children’s fashion from such major designers as Halston, Vera Wang, Doo.Ri, and more. Styles are priced up to 60% off, plus free shipping. This site’s not kidding around. The first sale went live Tuesday morning, featuring Doo.Ri, Badgley Mischka, and Kenneth Kay Lane jewelry, and it’s clear at first glance that the site will not be pandering to cheapskates like myself who want to buy designer clothes on the cheap so that everyone will think I have money and fashion sense. The items featured on MyHabit.com are not $180 dresses going for $70. They’re $1000 dresses going for $500. Even the children’s wear is upscale: you can get a toddler-sized sundress for $50, after it has been marked down from $100 (and she will be able to wear it for approximately 6 hours before she either outgrows it or permanently stains it). Old Navy shoppers need not apply.

But the site also takes the typical flash sale fashion site to the next level by including a video clip for each item on a live model. Personally, I think this is a great idea, since too often fashion sites like ModCloth.com show only a dress on a manikin or a single photo, so you can’t see how it falls or moves.

“MYHABIT gives fashion customers an elegant and easy-to-use online destination for private sale shopping,” said Maria Renz, president of MYHABIT, in a statement. “Couple that with a curated selection of the best brands, free shipping and free returns, and new features like 360-degree video footage, and MYHABIT sets a new standard in service, convenience and product presentation.”

A new sale begins every day on the website at 9 am PT.

Image source: MyHabit.com