Sarah Hughes Joint managing director of web design agency BT Fresca
My-Wardrobe describes itself as the home of accessible designer fashion, and the site’s features certainly help make browsing and shopping an enjoyable experience.
You can shop straight from the home page, and straightforward, clear and uncluttered product information is split into three tabs giving style advice, detailed information about the garment and fabric and care guides. If you want a detailed look, the super-easy, intuitive zoom function lets you get really up close, with four different photo angles.
Brilliantly, sizing is standardised so if you select size “medium” the site will automatically pick up the international equivalent - so a UK 12, US 8, Italian 44 and so on. Existing customers are treated to a fantastic Sale preview, with Sale items indicated by seasonal symbols, such as a discreet snowflake.
Using real models in online retail has caused many a debate. Some think female shoppers can be put off by physical characteristics and invisible mannequins are therefore more effective. My-Wardrobe on the other hand has carefully selected models
it feels customers can relate to - “averagely pretty” and “relatively curvy”. But I prefer to see clothes on stick-thin mannequins. Surely I can’t be alone in this?
And to add insult to injury, the “you may also like” feature suggested I might like to buy a pair of Spanx slimming underwear to match a tight-fitting dress. How very rude.