Your browser is no longer supported. For the best experience of this website, please upgrade to a newer version or another browser.

Your browser appears to have cookies disabled. For the best experience of this website, please enable cookies in your browser

We'll assume we have your consent to use cookies, for example so you won't need to log in each time you visit our site.
Learn more

oki-ni.com

Rob Feldmann Chief executive of private Sale site BrandAlley

The UK and Japan are great fashion partners and great fashion friends - we love Japan and Japanese style over here and in return they love us.

The Japanese style that became the handwriting for the Superdry brand propelled it forward in this country, and the way Japan embraces UK fashion and designers is fantastic. Paul Smith can barely walk down the street in Japan without being recognised, such is his celebrity there.

The Japanese influence is what makes designer menswear site Oki-ni work so well. The simple, understated style fits perfectly with its brands, which are all classical and very wearable. It sells not only clothes but also accessories, prints, books and magazines. Without the limits of walls, an etailer is able to give customers more of a complete lifestyle proposition than its high street rivals.

Oki-ni’s ‘Styled’ section has some great photography and puts together brands sold on the site in the same way a high-end fashion magazine would.

Selling online today is as much about the presentation, content and editorial as it is about the offer. With a mergingof media and etail, those retailers doing well online are embracing rich on-site content, social media, great product and imagery to engage customers and keep them coming back.

Oki-ni does this very well and its brand image is consistent at every level. It portrays an aspirational yet achievable lifestyle that customers can really buy into.

Have your say

You must sign in to make a comment

Please remember that the submission of any material is governed by our Terms and Conditions and by submitting material you confirm your agreement to these Terms and Conditions. Links may be included in your comments but HTML is not permitted.