Читать книгу The New Fashion Rules: Inthefrow - Victoria Magrath - Страница 13

5

June 2005

Global connections for the smallest brands

I have found so many incredible, independent brands on my various shopping binges. I often scan the new-in sections of my favourite online department stores to see what’s on their rails, and by doing so, I’ve spotted items I adore from brands I’ve never heard of. Net-A-Porter, LuisaViaRoma, Selfridges, Matches or Mytheresa; I’ll hold up my hands and say that I scour these sites weekly to search for items to fall in love with. I’ve found beautiful jewellery brands, cool sportswear collections, stunning accessories retailers and even the most established of brands that had somehow previously bypassed my radar. And I don’t think I’m alone here. Without these huge online stockists, a lot of brands wouldn’t be given the recognition they deserve. It’s hard to be acknowledged when the market is saturated with messages and you’re not able to shout loud enough. While these sites may take a sizeable cut from the product sales and awareness that they enable, that percentage is probably worth it for brands that otherwise would have to rely on their physical or online store for word of mouth.

(@rawpixel/Unsplash.com)

We’re living in a world of possibilities and opportunities. Anyone can open their own store if they have something worthwhile to sell. Etsy revolutionised the marketplace for individual retailers in June 2005 by providing online storefronts for creative people selling handmade items. I remember the day when my step-dad decided he wanted to pursue a career in woodwork, and suddenly the house was filled with his creations; a beautiful coffee table, a kitchen worktop, shelving units, jewellery boxes, you name it. So I mentioned that he should start an Etsy store. A few years later and he’s managed to create and run a successful small business, all from our back-garden work shed.

It’s no longer just the largest of companies that are able to thrive. Social media has been a starting point for a number of upcoming brands to grow their business. Just look at Fashionnova and their rise to viral fame after countless social stars were paid to promote their clothing. They now have 12 million Instagram followers and a huge customer base. Whatever the strategy, as long as your product is good and your customers can find you, you’ve got the world at your feet.

Brands I fell in love with online

RIXO

RIXO was founded in 2015 by two London College of Fashion alumni with a love of vintage fashion. Their designs are so recognisable and desired all over the world, and again stocked at Net-A-Porter, which is where I stumbled upon their dresses. The prints and luxurious silks are always impeccable and it’s clear they are destined for amazing heights.

Saskia Diez

Saskia Diez is a German jewellery designer who opened her own online store in 2009, but who I personally found on Net-A-Porter in 2017. It is seldom that I buy items from brands that I don’t know much about, but I immediately fell in love with the delicacy of her creations and had added a pair of droplet earrings to my basket and checked out within five minutes. I’ve been hooked on her designs ever since.

Strathberry

Strathberry is a Scottish brand that is taking on the global accessories market. I personally met the owner in 2014 at a press day for new brands and their designs blew me away. But without this chance meeting, the Internet would have been my first introduction, as they were initially based purely online. They are now sold at Selfridges, Saks and Monnier Frères, inevitably opening them up to much wider audiences around the world. I followed their journey after our first meeting, as they followed mine, and we continued to chat and collaborate over the years since. With Meghan Markle becoming an avid fan of their bags, it catapulted the brand even further into the headlines and their bags sold out overnight. At the start of 2018, I launched my own collaboration line of bags and accessories with them, which again sold out overnight, much to my extreme elation. They’re bound to grow and grow, and I can’t wait to see all of their successes.

(Strathberry Collaboration Imagery)