Local design label Bec & Bridge has added a new component to its business, following "an overwhelming response" to recent collections despite the tough trading environment.
The label, which has previously sold its collections online via a site hosted by a third party, launched its first independent site today, on the back of an “overwhelming response to the collections” and strong sales in the last six to eight months.
The new site, developed by co-founders Becky Cooper and Bridget Yorston in partnership with digital agency Bamboo, will offer the majority of any collection – from 30 to 60 styles – ranging from basic tees around the $80 mark to the brand's best-selling party dresses and tailored jackets, priced from $180 up to $330.
The fledgling platform will also host a Bec & Bridge blog internally, which will offer visitors the opportunity to view behind-the-scenes shoots and videos, including coverage of Mercedes-Benz Fashion Week Australia.
Yorston said lookbooks will also be uploaded in full prior to a collection's release for customers to view, with a new collections page which will also allow customers to see the whole range and buy straight into it.
“We want to offer customers our whole range, both commercial and more fashion-forward and editorial pieces. Our other online vendors provide a great range of our collections but are often buying specific to their customer, and we want to extend that to cater for a wider market. In being able to order into the range for our website, we can offer styles that may not necessarily have made it into production otherwise,” she said.
Yorston also said that the launch of the site marks a milestone for the brand, and a good step towards future growth, as the label also looks to expand into the European and Asian markets.
“The recent growth of the brand locally and overseas has allowed us to launch our own site; previously we have had the site hosted by a third party and this has been great to test the waters. Launching our own site has always been something we were working towards, but we wanted to wait until we had a few seasons' worth of strong sell-through and positive customer reactions. This has certainly been the case in the last six to eight months, and has more than justified taking on the development and management of our own site,” she said.
“We consider it an invaluable branding exercise as we have been able to perfect our vision and present that to the customer, and we expect sales to improve through the level of service, the range of product available, and the marketing of the site through social media and promotion.”