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Banking on the web to grow our business

About a year ago, I weighed up how much time, energy and cost was being spent on photography, uploading product and maintaining our website against the return it was providing, and realised that something needed to change.

About a year ago, I weighed up how much time, energy and cost was being spent on photography, uploading product and maintaining our website against the return it was providing, and realised that something needed to change.

What followed was a costly mistake spent with a web marketing company. After a few months of promises that never came to fruition, the project was shelved.

So I then embarked on finding a different web company that understood my business and how to promote it effectively.

The result is a relaunched site that went live in August. We feel it reflects our brand image perfectly and that we can now compete confidently in the online fashion industry.

This is the way I havedecided to push my business forward - without the need to open further stores. I can now get my product, brand and image out there to as many people as possible, yet still run my business from one location.

I can strive to continue the growth in my store by keeping it fresh and relevant in a constantly changing market, while also building new customers through the online arm of the business.

I’ve discovered that the online fashion business is not an easy one, and that to do it properly is labour- intensive and requires a hefty marketing budget.

But I have high expectations of the new site and am confident that our new ecommerce web partner can deliver them.

It is not going to be without its problems and there are already things we want to change and work on, but it is important to us that we now have a website we can be as proud of as we are of our store.

Deryane Tadd is the owner of womenswear indie The Dressing Room in St Albans

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