Rebecca Thompson & August

Rebecca Thompson (like many great designers) makes gorgeous clothes and (also like many designers) doesn't have a retail presence, so when she decided to create an online boutique, she had lots of ideas but not much experience in understanding the e-commerce world. I interviewed Rebecca and then Zoe Warne of August (the team behind her new online boutique called "The Parlour").
Rebecca Thompson
1. How long have you worked with Zoe from August?
The first site was built in 2006 and achieved its aims of establishing the online presence for RT, however by 2009, RT was ready to embrace eCommerce and together we developed the RT online shopping boutique called The Parlour. The Parlour is a large eCommerce site; a full service online store with a secure shopping cart function.

Beyond web development, RT worked with August to create a social media strategy to harness the growing loyalty and passion of RT fans and devotees, which includes a Facebook and Twitter presence to stay connected to our ‘fans’ and update them with new collections, related fashion events, previews and personal behind the scenes tid-bits from RT.

2. How do you find the role of online in terms of changing your business model, particularly with the nature of your designs being so tactile, detailed and fit orientated pieces?
This is a great question and was a major concern for me initially. I find that women are becoming more confident with online shopping, and are increasingly comfortable with the concept of making a purchase prior to touching and feeling the garments.

Good photography helps in providing a stronger and more accurate visual representation of the piece, and of course we offer a full refund return policy making it easy and risk free to purchase online from RT. A detailed size chart also is available, providing the standard RT measurements used and this is a very helpful guide for choosing the correct sizing for our online customers. So in paying attention to these details, you can certainly address the various aspects of a customer’s reluctance to buy online.

3. How have you found tackling the CMS and uploading your product, media etc?
My tech skills are limited, however they provide clear direction and training in using their CMS, Minotaur, which is very simple to use. I am gaining confidence in using the system (it’s always great to learn a new skill), however I know they are always there, in case my staff or I ever need back up.

Zoe Warne of August
1. What kinds of tech solutions did you suggest for Rebecca when she decided to go e-commerce?
As with all clients seeking eCommerce solutions, we went through our process of evaluating both the creative and technical requirements of the new website for the RT label. Their internal staff and resourcing needs are also taken into account when recommending a solution.

We created Minotaur an easy to use system, which empowers site owners to manage and maintain their own content, and securely transact and manage inventory online. It presents all website content, both text, images and products very cleanly, and is a cinch to use – even for the lest technically-proficient users. It also allows us the creative flexibility to be able to design a site that is unique, to the clients brand and creative requirements, and not just have an “off the shelf” feel.

2. How do you think the Australian e-commerce landscape in regards to fashion has changed?
Emerging web technologies, improvements in online safety and of course the rise of social media have resulted in more fashion labels and retailers embracing digital in a big way. We’re now to the point where it would be inconceivable to launch a fashion brand without considering an online aspect to your strategy.

3. What kind of analytics do you have to track The Parlour section?
We install Google Analytics on every site August builds – it’s free and yet it’s a very powerful too. We use the data the analytics provide to gain deeper insights into online customer behaviour, and identify any possible issues. From there we work on improvements to help increase conversion rates.

www.rebeccathompson.com.au
www.august.com.au

Styling for Twitchett & Tonge Shoot

Earlier in July, I styled /produced a photo shoot for the Autumn Winter 2010 Shoot for Twitchett & Tonge. The designers approached me to style their shoot as they were wanting to take the label in a slightly different direction. My involvement in this shoot was to style and produce the shoot including; consulting with casting the model, co-ordinating the actual shoot agenda, sourcing accessories and directing the photographer, art director, make-up /hair artist and liaising with the designers. The results are stunning. You can read the designers testimonial about my work below and see a list of the team involved.

"Being designers and looking at your own work continuously for months on end, means that sometimes you need the eye of another creative fashion expert to help with promotion and advertising. Kate stepped in and helped with our styling for our upcoming Autumn/Winter collection 2010. Her attitude and professionalism was outstanding, which inevitably allowed the shoot to run smoothly and successfully.

Kate had excellent creative ideas that were relayed in her well thought out story boards. These boards were then effortlessly executed into some fantastic images. We were impressed with her energy into the project and we will definitely use her again in the future."

Label: Twitchett & Tonge
Photographer: Jarrod Barnes
Art Director/ Re-toucher: Myamn Creative
Hair & Make Up: Siobhan Kelly at Napoleon Perdis
Model: Shoona Stanes at Scene Model Management
Stylist: Kate Vandermeer of iSpyStyle
Gloves & Belts : Tribu
Jewellery: Kitte Accessories
Shoes: Peep Toe Shoes

Top 10 Online Tips for the Fashion Industry

Our director Kate Vandermeer was asked to speak at "Fashion Palette" in April 2009 about her experiences in the Online Fashion Industry. She gave out her Top 10 Online Tips for the Fashion Industry. Please see them below.

1. Where do your customers hang out online? Study their behaviour because that’s where you need to be.

2. What kind of digital strategy does your brand have? Make sure its not just having a website. What does the website do, how does it communicate with your customer, with industry and does it solve your customers problems? Do you ensure you are just a click away from communicating with your customer in the relevant mediums?

3. Integrate, Involve and Allow your customer to give you vital feedback. It’s never been easier to hear their criticisms and compliments. With blogs and forums you can learn this faster, easier and better.

4. If you aren’t across all the mediums available online then dabble yourself from a personal point of view so you can learn what kinds of behavioural patterns customers use so you know how it could better serve your business. Most of you “do retail” where you study what trends are being picked up in what store and who’s gone with which retail campaign etc… but do you do “virtual retail” as much as you do physical? How many of you belong to other e-newsletters from other fashion brands, visit fashion websites, follow leaders in the industry on twitter etc?

5. Learn about and develop ways to do “virtual visual merchandising” and selling or communicating online. Just like clever displays and point of sale, online requires tech savvy tricks to hold the customers interest. It’s just inconvenient to the consumer not to offer online shopping and personalized service in today’s climate.

6. Just like building up key fashion PR and media contacts, its crucial to build up your online contacts as well. Get to know the key bloggers, online editors and influencers in the digital world and keep them in the loop as well.

7. The digital canvas is similar to retail and the physical world in the sense that a lot of clever entrepreneurs are thinking “How can I mimic the same offline experiences/women’s hobbies online that would be more efficient and just as desirable?

8. Make it fun. Make it irreverent. Add personality. Don’t be another bland website that has the standard about us, catalogue showcase and press updates… have a unique point of difference that would make your site stand out. Offer brand personality. For example… I love that with Aesop’s site I get to know the brand more with their latest possibilities page suggesting what they recommend for food, music, reading, galleries etc…

9. Have brand soul. Be honest, find something you believe in as a brand that’s authentic and follow it through, make it part of your DNA. Find the “soul” in your brand.

10. Remember the Digital Revolution is evolving and as I speak, new developments and new points of view are being shared and various brands and individuals are working on new concepts that will live and breathe in the online world in the not too distant future. Ride the wave and remember that like anything in business and particularly in fashion, new trends will appear but it’s more important you participate than ignore it altogether! Keep your digital strategy evolving.

Thanks to Love Jungle for the photo of me speaking at Fashion Palette. Check them out.