E Briefs

EARLY GAP
MELBOURNE: Gap Australia has backed its retail entry into the local market with an online consumer campaign. The brand officially opened its first store in Melbourne’s Chadstone centre on August 26, offering a special incentive to customers who registered on its microsite www.gapaustralia.com. They were invited to a VIP pre-shopping event, getting an early scoop before the doors opened to the public.

FLAVOUR MAKEOVER
NATIONAL: Three-year-old fashion e-commerce site Australian Flavour (www.australianflavour.com.au) has undergone a makeover. Owner Sarah Dines said the new look was designed to make the site easier to navigate and includes greater search functionality via a new main-page toolbar. A zoom function has also been incorporated so shoppers can better see fabrics, garments, features and detailing. Australian Flavour stocks only Australian-based labels including Away, Shona Joy, The Cassette Society, Millie Loves Min and One Teaspoon. The site also carries accessories.

BEYOND BYRON
BYRON BAY: The owner of one-off Byron Bay boutique Pompidou has invested in an online store. Melissa Cormack has established www.pompidou.com.au to sell labels such as Ksubi, Cheap Monday, Bassike, Love and Antipodium to consumers both within Australia and abroad, with free shipping for orders over $150. The site also features Cormack's favourite items under a 'Must Haves' tab, a blog to impart 'style notes' and a free mailing list. Pompidou offers denim for men along with a whole suite of products for women, and shoppers can browse by product category or label.

ADVANCE AVANT
PERTH: Avant-Garde organisers have launched a dedicated website to promote the inaugural fashion showcase. Pitched as Perth’s solution to Melbourne and Sydney’s consumer fashion festivals, the event is a collaboration between high-end boutiques Dilettante and Zekka and hairdressers Head Studio. The event will take place on September 7, and feature an evening of demi-couture and pret-a-porter shows with garments from Vivienne Westwood, Rick Owens, Gareth Pugh and Damir Doma. For more, see www.avantgardeperth.com.