In advance of the Lady Gaga new album release on Monday, Gilt Groupe Inc. is planning a weekend-only flash sale devoted solely to merchandise related to the pop singer.
The sale on Gilt.com and GiltCity.com will begin tomorrow at noon and end Sunday at 9 p.m. Eastern time. The sale will include pre-orders of the new album, “Born This Way,” VIP tickets to Lady Gaga events, two curated sales by her fashion director, Nicola Formichetti, and a Thierry Mugler dress worn by Lady Gaga herself.
“We have created an innovative online event, running across two of our channels, which will give our members great access to unbelievable experiences and exhilarating style,” says Kevin Ryan, CEO of Gilt Groupe.
Gilt says it will donate proceeds from sales of the dress and tickets to the Robin Hood Foundation, which fights poverty in New York City. Gilt Groupe is working with the pop singer’s record label, Streamline/Interscope Records, for the event.
“Gilt members are committed to the site and instantly engaged, just like Gaga's fans,” says Dyana Kass, head of pop marketing, Interscope Geffen A&M Records. “We're really excited to combine Gilt's consumer reach with such an anticipated release."