Online retail seems to be the avenue of choice for many young designers. The relatively low entry cost into the market and the ability to reach a global audience attracts many start-up labels to the web.
Fashion labels like Eg (pictured) have two options for online; get stocked on one of the majors – Net-a-porter, My-Wardrobe – or develop and market their own ecommerce platform.
Eg has begun its process with the latter. The pieces, designed by Westminster University graduate Emma Griffiths, have the right amount of distinctiveness, but also importantly realistic price points. This, teamed with an appreciation for the importance of fashion blogs and online media, is getting Eg noticed.
Within weeks of launching, Eg was seen on some of the most influential fashion blogs including Style Bubble and Kingdom of Style, all helping to drive traffic to the Eg site and improve search engine optimisation.
The online store is relatively easy to shop, but the company is making improvements to increase conversions. I’ve a feeling that better photography and larger product views would go a long way to helping achieve this.
The large phone number displayed at the top of the website gets a thumbs up from me; it’s a simple touch that any online retailer can add to increase the trust factor.
This time next year Eg will be an excellent case study for what every new designer can do with the power of online retail.