While My-wardrobe has been available to Australian consumers for many years, the Australian-focused offering will see specifically local content produced for the market, with designer collections also edited to match domestic tastes and climate. The site will also be backed by a comprehensive marketing campaign across both online and offline platforms, with targeted activity to the local market including PR, strategic and tactical brand and media partnerships, VIP events, and direct mail. The current My-wardrobe site stocks over 180 leading womenswear and menswear designer brands including 3.1 Phillip Lim, Marc by Marc Jacobs, Mulberry, D&G, Acne, J Brand and Paul Smith, and allows customers to shop by wardrobe type, and bag, shoe and designer departments. The site also incorporates click-to-buy magazine-style editorial and fashion films which provide authoritative style advice. According to My-wardrobe chief executive Sarah Curran, the business has grown at a rate of over 100 per cent year-on-year since its initial launch and notched up a total figure of 1.1 million site visitors every month, which makes this the ideal moment to strike. “Since launching My-wardrobe.com in April 2006, we have focused on growing the UK-focused business, while the business has seen organic global growth through the online platform,” she said. “We want to make My-wardrobe the number one for everyday luxury designer fashion online worldwide and we have extremely aggressive growth plans in place for the business. “We believe that there is a huge opportunity for the brand in the Australian market and this new market is one of our primary focuses for our international expansion this year. It's a very exciting time for the business and from the research that we have carried out, I believe that the brand will be very well received here [in Australia].” Curran is currently in the final stages of preparation for the launch and recently visited Australia to scope out local designers to add to the My-wardrobe stable. “We already stock Zimmerman and Nicole Fendel, but in advance of our launch, we have visited Rosemount Australian Fashion Week to meet with some of our existing designers and to look at new talent. For us, it's about finding those designers whose collections fit with our customer perfectly, and I think many Australian designers understand that cut and quality perfectly.” Daniela Aroche
