How do companies like Coach get away with exclusive "invite only" sales?

Coach is having a Perferred Customer Event in which you get a 25% discount IF you're invited, but way back when my brother was in retail it was always explained to me that it was illegal to offer sale pricing to only a select few consumers. If they discounted any product in the store, it had to be offered to all who came through the door.





How does Coach get away with doing this PCE sale?
How do companies like Coach get away with exclusive "invite only" sales?
A lot of these things are really opened to everyone, but are called something misleading so that the customers they invite (which is typically every customer whose address they know) think it is a better deal than it is. I do not know if Coach is doing that.