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Online Handbag Marketing with Sarah Davis from Fashionphile

Fashionphile is an online retailer and boutique in Beverly Hills for pre-owned luxury handbags.While luxury goods are still in high demand, savvy consumers look to places like Fashionphile to get those authentic luxury handbags at a fraction of the cost. I recently had the opportunity to interview Sarah Davis, founder of Fashionphile, to learn more about her company and her forecast on the "luxury for less" market.

Pierce Mattie: I'd love to hear the story behind how Fashionphile got started.

Sarah Davis: Well, I've always been somewhat entrepreneurial, and I love fashion; handbags and accessories in particular. I needed a way to get through law school and whittle away at my law school loans, so I started very small- just out of my house. I loved it from day one, and by the time I graduated from law school, I was so into growing my business, that as soon as I passed the bar, I got right back to what I loved--selling handbags! Then I got my brother-in-law and partner Ben Hemminger involved and it exploded. I've never looked back.

Pierce Mattie: What is “gently used?”

Sarah Davis: Gently used, previously loved, lightly carried- all are keywords for "this item is not brand new." We like to say it in a way that demonstrates the fact that we are very selective about what we will take or not take as far as condition goes. Even if the bag is an authentic Louis Vuitton or Chanel, but has been carried a lot and not properly cared for, we just won't take it.

When you walk through our showroom and glance down the walls of beautiful, colorful, Chanel, LV, Hermes, Balenciaga, Bottega, you name it, you just can't tell that they aren't brand new until you closely inspect them. Many have been purchased and then immediately stored (never carried), so while you're buying that piece on the secondary market, it is in fact "brand new." This is a fun and fabulous way to shop! Say it how you will, but we say, "Used is the new new!"

Pierce Mattie: Are you forecasting an increase in your business now that eLuxury is closing its door?

Sarah Davis: The fact is that any marketing done by major luxury retailers online or off helps us in the long run. In this economy, shoppers see an ad for gorgeous designer bags and their first thought is, "How can I get this for less?" That's where we come in. We sell the same beautiful, authentic luxury bags that you'd find at the boutique or Neiman'ss & Sak's, but at a discount. Items purchased new at those locations end up with us, as well. So we're actually somewhat saddened by its closing, it was a great shopping portal!

Pierce Mattie: What brand is your best seller this summer?

Sarah Davis: We always have a ton of authentic pre-owned Louis Vuitton on the site- and that was the brand I focused on when I started. Louis Vuitton is doing some really creative ad campaigns right now. Their Core Values campaign shot by Annie Leibovitz, featuring such diverse personalities as Michael Gorbechev, Keith Richards, Sean Connery and most recently astronauts Buzz Aldrin, Sally Ride and Jim Lovell has been hugely successful. They've used Madonna in their most recent seasonal campaigns; all this publicity and the popularity of their brand in general works in our favor.

Again, the more popular they are and the wider the reach of their popularity, the more people search for bargains on their brand. They won't find sales at Louis Vuitton, so they come to us.

Pierce Mattie: Do you have one bag in particular that you just always go back to using time and time again, one that you might even want to call – your favorite? If so what is it?

Sarah Davis: Well, what can I say, I'm a bag lady at heart! I have favorite bags for all seasons and reasons and they change all the time. So I have a favorite for when I'm out shopping with my kids (Louis Vuitton Damier Neverfull MM) or when out on the town (Chanel patent clutch) or when I'm traveling (Louis Vuitton Soana Sac Plat) or going to a business meeting (Bottega briefcase). I love Louis Vuitton, Bottega Veneta and vintage Hermes. I gravitate towards nice leather, soft shapes and pieces with more subtle branding.

Be sure to check out Fashionphile on their website www.Fashionphile.com, Twitter and blog.

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