BestKeptSecret is a new flash sale platform that raises money for retailers and fashion brands amid the ongoing Coronavirus pandemic. The platform will be home to a large-scale sales event from August 11-15 where customers could shop brands such as Theory, Veronica Beard, and Rag & Bone for up to 80% off. The platform is being run online by Shopify Plus and includes a partnership with Afterpay to offer split payments. For every item sold, BestKeptSecret is donating $5 to the event’s philanthropic partners Baby2Baby and Colin Kaepernick’s Know Your Rights Camp. The BestKeptSecret team and its sponsors will also be matching contributions, with a goal of raising $1 million in donations.
Though the BestKeptSecret provides a unique advertising opportunity for many fashion retailers, it also allows the brands to tap into current societal issues and connect with consumers on subjects that matter to them. Current concerns including the pandemic and police brutality are at the forefront for many consumers, so having a united group of fashion brands responding could increase interactions with shoppers and grow brand audiences, according to a Gartner report. Holding the flash sales event during the ongoing pandemic could also help labels quickly sell excess inventory, as the crisis left many in the fashion industry with an overabundance of products. While consumers are slowly returning to normal shopping habits, short-haul sales could inspire them to start purchasing again and give them an alternative shopping outlet as several brick-and-mortar stores remain shuttered.
BestKeptSecret encourages consumers to indulge in a guilt-free shopping spree knowing they are also giving to charity. The platform’s timely purpose could bring in a large number of consumers, but also serve as a blueprint for future group flash sales from fashion and retail brands looking to raise money for a good cause.