In fashion: The world’s first “closed” shopping community, Claseo offers an invitation-only line of shopping. Each member of the maker is given a limited number of invitations to share with their friends, who must enter an invitation code and make a purchase to become members themselves. As more people are enjoying a sense of exclusivity, these invitation-only brands have grown more popular not only in fashion, but in other industries as well.





In cosmetics: U.S.-based e.l.f., short for “eyes, lips, face,” offers costmetics that can be personalized for each customer’s needs. Sounds like a pricey service? Wrong. All cosmetics cost just $1.The maker’s strategy is to meet customers’ expectations, while slashing the price at the same time.