• BRAVE NEW WORLD: New boutique concept launches.
    BRAVE NEW WORLD: New boutique concept launches.

No cash register, no shopping bags, no sales assistants - a boutique concept with an etail twist is preparing to launch into the market.

Girl PR Boutique will open its doors at designer shopping district William Street, Paddington next week.

The etail boutique claims to be the first of its kind, combining traditional merchandising with online purchasing.

Customers can make fashion purchases from a selection of etail stores by using their iPhone, iPad or smartphones to scan garments' QR code.

The concept aims to eliminate the "fear factor" around sizing and fit by allowing customers to have tangible interactions with product.

Once codes have been scanned, the customer is directed to the product's etail store for purchase or bookmarking.

Purchases are delivered to the customer's home, eliminating the need for registers or sales assistants, with just an in-house stylist manning the site.

Girl PR director Juliet Potter said she hopes to roll out more stores in high-traffic destinations nationally and internationally.

"This is not a pop-up-store. This is a permanent retail position that allows multiple e-tailers an affordable and permanent shop-front. We are very excited to break ground with this concept and hope this is just the beginning."

Meandmoo.com.au etailer Bianca Shneier is among those to sign on for the initiative.

"To have a shop-front presence along such an iconic shopping hub as William Street, for us, would require a great deal of investment," she said.

"The Girl PR Boutique is clever in combining forces with other e-tailers allowing for both a cost-effective solution in introducing our website, and in driving traffic and sales to us. Google Ad Words can only do so much."

Established designer Charlie Brown has also signed on, claiming additional PR benefits.

"This is a unique marketing and additional sales opportunity allowing us to reach a new consumer with our brand and of course, to promote our website.”

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