Ragtrader Live panellist Fay Nwokobia, Asia-Pacific head of brand strategy at my-wardrobe.com, reveals how Australia's love for McQueen and Marc by Marc Jacobs is driving 300 per cent year-on-year growth.
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Launched in 2006 by founder Sarah Curran, my-wardrobe.com has offices in London, New York, Sydney, Dubai and Oslo. The buying department, led by former Harper's Bazaar Senior Fashion Editor Carmen Borgonovo, roams the world for ready-to-wear and accessories from over 200 luxury collections, with brands including 3.1 Phillip Lim, Acne, Carven and vintage bag purveyors Vintage Heirloom.
my-wardrobe.com was one of the first luxury e-tailers to appoint a dedicated team for the Australian market because... we quickly saw a great opportunity to grow the business in this region.
The most interesting statistic about the Australian market is... the 300 per cent growth YoY experienced from the outset.
The top-selling designer brands to Australia are... Michael by Michael Kors; Marc by Marc Jacobs; Burberry Brit; McQ Alexander McQueen.
Some of the dedicated activations for the Australian market have included... localised promotions such as special offers around holidays (e.g. Australia Day) which have been incredibly well-received by our customers.
Some of the most effective ways we communicate with Australian consumers is... always direct to our consumer - this has the most traction.
The biggest challenge we've had in the market is... keeping pace with the growth and maturing the Australian business operations to keep up with that pace of change.
The biggest triumph we've had in the market is... the significant and sustained growth achieved - a sign that we are successfully connecting with our Australian customer.
Australian consumers are such avid online shoppers because... they constitute both a tech-savvy and style-aware nation, hungry for the same designer brands as our US and European customers. Moreover, they expect their needs to be fulfilled immediately and with ease.