Gaining Customers

I like this.

The basics: They are a new online company that sources "designer-quality" clothing, accessories etc. directly from the factories and offer it to their customers at a fraction of the cost from what they would normally pay for branded items of the same quality.

The clever bits:

• As a member "exclusive" access is granted to their monthly collection.
• Every 30 days a new collection in a new product category is launched.
• You can't actually shop until you are granted access under the premise that they cap their members.
• Don't fear you can '"accelerate" your access by telling your friends, acquaintances and total strangers about the site. The more you tell and the more who sign up, the higher level of access you are granted. If you get enough new members on board, benefits are achieved. - I can see this working, as a member you'll want 'in' so people will tweet, email and Facebook to get in.
• They produce less than they need, meaning customers are encouraged to buy when they can

www.everlane.com