Fashion etailer My-Wardrobe is to relaunch its website at the end of the month in a bid to give a clearer idea of its offer.
The relaunch was prompted by customer research that showed that some customers took its strapline, ‘accessible luxury’, to mean it sold discounted items. It will rebrand using the term ‘everyday luxury’ and make other changes.
Founder Sarah Curran said the move would “refine the look and feel of the site and the brand itself”. She added: “The pure-play online market is more competitive than ever before, creating a need to cultivate a unique online proposition.”
The move follows a £6m cash injection into My-wardrobe in summer last year, led by venture capital group Balderton Capital, to drive the growth of the business. It aims to make £100m-worth of sales over the next five years.
My-wardrobe will introduce new editorial content on the site alongside street-style images. It will also bring back its seasonal style magazine, Style Guide, which has been redesigned with more editorial content and will be sent out free to top-spending customers. The magazine will link to the website through the use of augmented technology, a tool that allows readers to take pictures of images in the magazine on their phones, which then takes them through to content on the site, such as videos.
Another new element is a ‘Shop by wardrobe’ section, where users will be able to browse denim, workwear or holiday collections. New brands including Mulberry and 3.1 Phillip Lim footwear will also be added to the Designers section.
The website relaunch coincides with the etailer’s five-year anniversary. It reported its best December trading to date in 2010, up 113% year on year.
Curran said: “We have extremely aggressive plans for the business and are set to continue the 100% year-on-year growth.”