Fashion footwear chain PeepToe has picked up the pace as it prepares to take the market by storm with two robust additions to its business.
The brand, launched by entrepreneur Nikki Hager in 2006, has added a diffusion line to its growing empire, just days after the launch of a revamped website with new capabilities.
PeepToe's little sister '<3 Nikki' aims to cater to a new market, providing an affordable and more attainable collection that is both edgy, and urban-inspired, with an emphasis on textures rather than detailing.
Inspired by the changing fashion landscape – street versus the catwalk, editors versus the bloggers, tradition versus the trends – the first collection from <3 Nikki consists of 15 styles, with a strong focus on Perspex detailing, thick ankle straps, mixed media textures and single sole shapes.
The <3 Nikki collection, currently wholesale exclusive to PeepToe stockists, will also be available by October 2013 in selected stockists, as well as online via the brand's new site.
The refreshed platform, launched last week, sees PeepToe take its omni-channel strategy to the next level, with the site revamped to stay “up to speed with the current digital revolution”.
Changes include a stronger focus on customer service, a “dramatic increase in the amount of creative and inventive imagery”, and features added to increase the ease of navigation and make online shopping simpler for users.
In addition, the new PeepToe e-boutique will enable the brand to host private sales from its database, and deliver promotions with ease.
The new site will also be optimised for smart phone to capitalise on PeepToe's increasing online sales from customers checking out online via their phones – which currently makes up for approximately 33 per cent of the retailer's online sales on average.
The integration of social media is also paramount to the structure of the new site and will operate as a hub from which all social media platforms will be easily accessible, to give the customer the complete PeepToe online experience.
The PeepToe Facebook page recently ranked at number 20 in Australia for performance in the retail fashion field for the Online Circle Digital report for 2013.