Sarah Curran knows shopping. Shes the woman behind online shopping success story My-wardrobe.com the UK-based etailer that sells the more affordable end of designer labels Acne Marc by Marc Jacobs and Anglomania.Curran is in Melbourne for the LMFF speaking on the future of e-tailing including whether stores like hers will last in the face of a fast moving industry.
Like the music and media industries the way we buy and are sold clothes is changing swiftly. Buying straight from the runway is the latest development an option Burberry have just given their fans. So will all these changes destroy e-stores like My-Wardrobe?
The Burberry buy straight from the runway concept was very well executed and a very clever initiative for the business. Its an excellent marketing concept to build buzz around the show and then drive the sales immediately online. However brands have to be aware not to kill demand for the collection when it launches in-store later down the line when the season launches. I believe brands will look at retailing key pieces from the runway straight after the show rather than entire collection said Curran.
If done properly this type of initiative by the brands will only heighten demand for the key pieces when they hit the department stores and e-tailers later in the season she adds.
Theres good news if youre a new or emerging designer giuliano mazzuoli replica Curran is adamant that you dont have to have the heritage of a label like Burberry to succeed online.
Most e-tailers are open to looking at all new and young designers collection. As long as the collection is well made a good price and works for their customer they have just as much opportunity as the leading brands she said.
Curran believes that e-tail young designers can reach a bigger audience more quickly online plus replica rado anatom they may just catch the eye of a hungry major bricks and mortar store trawling the web for new ideas.
If youve ever thought its a bit weird to buy a thousand dollar frock online replica glashutte panomaticvenue watches youre not alone. My-wardrobes biggest seller during the recent UK winter has been simple warm Ugg boots.
The UGG phenomenon has been very overwhelming. The UGG boots was a huge must-have piece almost ten years ago and it has continued to exceed all sales expectations every season. We have increased our buy considerably to keep up with consumer demand she says.
Buy tickets to the LMFF business seminar to hear more from Sarah Curran at Ticketmaster or call 136100.