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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.

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