Word: gilt
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...Gilt Groupe’s appeal, in the Harvard community and beyond, seems inextricably linked to the Web site’s 36-hour shopping window. It was this, the idea of a time crunch, that allowed Wilson and Maybank to assess a growing industry, and carve out a niche in a popular market. That model has been expanded to other Gilt Groupe projects, like Gilt Fuse, the Web site’s younger, hipper sister. But enough economics, it’s time for a history lesson...
...GILT BY ASSOCIATION
...women will sneak out of their office during the day just to attend one.” Maybank smiled. “It creates this kind of hysteria.” The sample sale—and its hysteria—inspired Maybank and Wilson to start Gilt Groupe...
...wanted to take that idea and take it online to a national audience, but have that same sense of event-based shopping, urgency, people dropping everything to be there.” All they needed was a name.“We chose the name Gilt because it had some double meaning,” Wilson says. “So obviously you feel guilty when you shop, but Gilt also implies being covered in gold and sort of luxurious items like that...
This feeling is perpetuated by the aesthetics of the Web site itself—a classic black and white backdrop, accented with gold. Surveys confirmed the name’s popularity. “We realized that Gilt was such an easy name to remember both for men and women,” Wilson adds...