Everyday Luxury at My-Wardrobe
Written By Emily Jerman, on February 28, 2011
My-wardrobe, the e-tailer for those in the know has re launched with a new look and more directed vision. The new look was unveiled at a party hosted at Sketch in London’s Mayfair to a crammed room of the fashion pack. Being London Fashion Week, it was prime time for gathering the crucial eyes of the editors from the UK and those travelling in the fashion month.
Giant projections around the room showed the various shoots, shot in beautiful locations, new layouts and a feel that definitely had those around to wanting to shop. After the greetings, speeches and thanks to the crowd I managed to talk CEO and Founder Sarah Curran, who explained the thinking behind the look and a few other changes.
Sarah introducing the new look site.
Emily: The relaunch for My-wardrobe showing a fresh new look, what were influencing factors to make the changes?
Sarah: Customer insight research showed us that our customer was slightly older than first thought and had a high expectation of what they wanted to see on site in terms of both designer and editorial content. It also confirmed that there is a huge demand for ‘everyday luxury’ designer clothing – those fabulous jeans, a killer heel, a beautifully tailored blazer, those must-have leather leggings, but it’s those items that fit into an everyday lifestyle. Whether its taking the children to school, going from the boardroom to a dinner or simply a weekend away, it’s the fabulous designer wardrobe items that fit seamlessly into your lifestyle.
E: What changes can we expect to see on the site?
S: The site now has a new photography aesthetic. It’s more street style with an emphasis on capturing looks and product within everyday situations.
We have introduced a new way of shopping the collections, by wardrobe type, which really is how most women shop. We also now let the customer see product styled in various ways to help inspire.
We have also introduced a Designer Room, Shoe Lounge and Bag Boutique with a new edit of our premium brands. our customers are time poor, she shops in the seams of her life so being able to direct her straight to what she wants is key.
We now also have new daily content from the front page. This means we can focus on key looks and trends for the season and react to what’s happening in the fashion world. We have also strengthened our authoritative tone by using fashion insiders from editors, stylists and bloggers. We want to be that trusted best friend so creating an environment and community that she feels is relevant to her was key.
E: Do you have a new intake of designers that you are selling to coincide with the relaunch?
S: From recent customer insight research we learnt that the level of brands that she expected to see and more importantly that she wanted to buy from the site was higher than we originally thought. For SS11 we are delighted to see collections from 3.1 Phillip Lim, Preen Line, Bionda Castana, Camilla Skovgaard and M Missoni launch on my-wardrobe.com.
E: Which collections have you seen over the past few days here in London that stand out to you?
S: In London, the Giles, Christopher Kane, Erdem and Jonathan Saunders shows were fantastic. Each collection stood out with a new modern take on their signature design style. In New York, we saw 3.1 Phillip Lim, who is new for SS11. I have always been a big fan of 3.1 Phillip Lim. We both believe in the Everyday Luxury proposition, which makes it a reallly exciting partnership.
Giles show (source: Fashionsmostwanted)
Erdem show (source: angiesmith)
E: Any tips for emerging trends in AW11?
S: There was a lot of red, tweed, mid-length skirts, belting to cinch in the waist and once again, outerwear being a key focus from cocoon-style coats, double breasted pea coats and wrap coats.
E: Who is your favourite designer?
S: That’s a hard one. It would be between Chloe, Isabel Marant and Preen Line.
E: Who inspires you?
S: My team inspire me every day. They are so passionate and creative.
E: What’s your top of your shopping list?
S: Bionda Castana black zip shoe boots.
E: If you are not at work where is your favourite place to be, and who with?
S: At home with my son Jake.
Trump Soho (source: luxist.com)
E: When you come to New York where do you like to hang out, eat and drink?
S: I always stay at the Trump Soho, which is just amazing. We tend to go to Soho House for dinner and drinks, but we often go to the Standard Grill if it’s for a quick bite to eat.
And with those insights Sarah disappeared off into the sea of faces to take in the congratulations and enjoy the rest of the evening. If the reaction tonight is an indicator, its going to be a very busy year at My-W HQ.