Womenswear independent Nine in Swindon, Wiltshire, is targeting a national audience with an ambitious marketing drive to promote its transactional website.
The www.ninefashion.com site will be marketed nationally through women’s fashion magazines Vogue, Look and Now starting in September via a package of adverts, advertorials and giveaways.
Nine is run by director Rikki Hunt and his wife Laura, who heads up the buying side of the business. It stocks brands including Great Plains, Fever and Hudson Jeans.
Rikki Hunt said: “I was determined not to open a boutique website. We’ve done a lot of work on search-engine optimisation, which has already put us high on the Google search list.”
The contemporary retailer also plans to reintroduce menswear online, although it has no plans to reintroduce it in store, after dropping the category in 2007 because of stock storage issues.
The site also includes an outlet function where stock that hasn’t been shifted in store will be sold at a discount. This has allowed Hunt to implement a “no Sale” rule in store.
The marketing push comes on the back of a 38% year-on-year rise in sales in store for the four months to June 30 2009. Hunt is also in talks with suppliers to launch an own-label contemporary womenswear collection for autumn 10, pitched at the 30 to 50-year-old market.