Cover Interview
Etail Awards 2010, which followed Gold: Overall Winner and Best Innovation at the 2009 Drapers E-Tail Awards. Sarah has also been able to team her journalistic background and fashion savvy to regularly report on trends and designers for leading print and broadcast media, as well as speak at prestigious fashion events across the world. However, Sarah tells me one of her proudest moments was winning Best Customer Experience at the WGSN Global Fashion Awards in New York. “The customer experience has always been a focus for us, so to receive such recognition against the leading retailers in the industry was a huge achievement for the business.”
After a whirlwind 7 years, exciting future plans for the business and an ever increasing desire from consumers for fashion solutions online, what advice did Sarah have for others venturing into the same market? “Fashion e-commerce is now an incredibly crowded market place now versus what it was when we launched my-wardrobe,” she says. “You need to have a robust business model, which is going to bring something different to the consumer.
“However, one thing that wasn’t around when I launched my-wardrobe which is now such a powerful tool for anyone venturing into this space is social media. It has transformed the way you can market your brand and communicate with your customer. It’s also an extremely effective marketing channel for awareness, traffic and actual revenue, which can be at a low cost to the business.”
Equally, Sarah shared the following advice for bricks and mortar retailers considering expanding online. “If you do it, you have to focus on the customer and their expectations of an exceptional service. It’s not just about launching a website and taking photographs of the stock in your boutique. Now more than ever you need to invest in your online business, because we live in a world where the internet has altered the consumer demand and expectations from retailers.”
For more information, visit
www.my-wardrobe.com
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