David Jones' multi-million dollar venture into the online realm will be spearheaded by Mondo Digital, with the new e-commerce platform set to launch in the first quarter of fiscal 2012/13.
The department store has appointed Mondo Digital to manage its new online production following a competitive pitch, with the agency undertaking photography, retouching and copywriting of all products offered online.
The platform will include 90,000 skus and forms part of a broader omni-channel retail strategy.
Digital marketing general manager Adriane McDermott said the appointment will aim to create a unique experience for consumers.
“A critical part of our omni-channel strategy is providing customers world-class standards to browse and shop our brand portfolio.
"Mondo Digital’s expertise in digital photography will help us raise the bar on our overall digital experience, as well as streamline production for the high volume of products and brands we plan to range as part of the new strategy”.
Mondo Digital, under the direction of photographer Grant Matthews, will dedicate four full-time photographers to the project on-site. They will be accompanied by a team of stylists, as well as a management and production team.
The project will commence this month at Mondo's studios in Waterloo and relocate to Silverwater in June.
Mondo Digital plans to recruit through the University of Western Sydney to promote job opportunities for photographers in the area. The agency is also open to fielding interest from stylists and photographers.
Mondo Digital has worked on a range of high-profile campaigns, including Kylie Minogue for Coca Cola, Cate Blanchett for SKII, Vogue Australia, Rose Byrne, Abbie Cornish and Sarah Murdoch.