My-Wardrobe Revamps Brand Offering With Enhanced Online Content
Online fashion retailer My-Wardrobe.com is relaunching its website to reposition itself as a content-led provider.
The revamp of the five-year-old business follows audience research that demonstrated its core customer are slightly older and more affluent than they had previously thought.
My-Wardrobe Creative Director and former Elle and Grazia Editor, Fiona McIntosh, commented, "Our customer is time poor and cash rich, so what we're doing is repositioning to make the shopping experience easier. Our audience doesn't slavishly follow fashion, but wants to be stylish and well-dressed."
The fashion retail company's relaunched website will include daily news and magazine-style features plus enhanced online TV content with "click to buy" facilities. They have recruited a team of fashion editors, writers and photographers to make their fashion offerings more audience accessible with "short, sharp and instructional" content.
My-Wardrobe have also replaced their previous strapline "Accessible Luxury" with "Everyday Luxury" to more closely represent their core "brand ethos".
Other developments will see their quarterly customer print magazine revived to target 10,000 VIP customers, as well as a new mobile platform and smartphone apps. They also have plans to launch in France and Germany later this year to boost their international revenues.