Online sample sales often mean less drama and less trampling than the average warehouse sale, but this may not be a good thing for luxury brands whose products are all about exclusivity and that "gotta have it now" sensation.  Therefore, when contracting with internet retailers, luxury brands may find it necessary to mandate certain protections from the retailer to maintain a sense of excitement and to safeguard the brand.  These include requiring site memberships, restricting the sale period, supplying a limited stock, protection from search engines, and not to mention, ensuring that the website design and presentation of product aligns with the brand aesthetic. Read more here.