Designer shopping website my-wardrobe.com has revealed details on its fresh direction and plans for the Australian market, following the appointment of a new fashion director.
The site appointed Carmen Borgonovo to the post in January this year and Borgonovo has since been working to evolve the my-wardrobe.com business.
The site will be redefining its image for the autumn/winter 2013 season, with a number of changes already made to date and more developments in the pipeline with a focus on further strengthening its presence in Australia.
“We are working on a number of future projects behind-the-scenes to create exclusive product and collections with local and international designers specifically for the Australian market,” Borgonovo said.
“Our vision has always been to create a local shopping experience for the Australian shopper on a global scale. We are bringing a curated edit of the international designers but most importantly those hard-to-find brands with fast delivery and ease of return to simplify luxury shopping for the consumer.”
In addition to working on new initiatives for the Australian market, Borgonovo is also in the midst of streamlining the site's product offering.
To this end, Borgonovo has, to date, culled over 30 brands and replaced these with 74 “more exciting, fresh and coveted” labels, with Cecile, Ostwald Helgason, Proenza Schouler, JW Anderson and Elena Ghisellini, the eponymous label of the Givenchy leather collections designer.
"I had to make some changes," she said. "There were some labels that I really liked which weren't sold on my-wardrobe that I thought would be perfect, like Blk Denim, Each Other, Bash and Studio Nicholson - incredible collections that are on-trend and fashionable.
“It was logical to create an intelligent edit of higher-price points, but for them also to be basic staples - that's how every woman dresses. You mix and match. That's what was missing - an edit of both worlds. Not everybody dresses in designer. There's a lot of contemporary talent out there that sell at affordable prices.”
This season my-wardrobe.com will also launch a 'London Lab', to give its up-and-coming British designers a global retail platform.
However, Borgonovo said that despite this, my-wardrobe.com is still actively on the hint for new Australian brands to add to its exclusive offering.
“It's key for us to understand the local market differences such as the culture, lifestyle, weather and national holidays to tailor our collections, site experience and editorial content. We have always wanted to create a local experience for the shopper where every element of the site feels local to their lifestyle.
“So we are also constantly searching for new Australian talent to add to our designer portfolio to enable us to support the local market,” she said.