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Pushing the button on online shopping

Jo Davies

Twelve months ago, Black White Denim did not exist.

Twelve months ago, Black White Denim did not exist.

It was just an idea, some design concepts and a list of brands we’d like to stock. A year on and we are firmly established, hitting the top level of revenue that we planned, with seven members of staff, hundreds of regular customers and a list of brands to die for.

That’s the first part of the long-term plan in place. Now for part two. This month, we will be taking our store online. Surely an easier task than opening a bricks-and-mortar operation? No landlords, shopfitters and planners to deal with. No, not so.

One of the great things about having a shop and a team that cares deeply about clothes, fashion and style is that it makes the whole customer experience such a delightful one that they want to come back again and again. Trying to replicate that experience for prospective customers as they sit in front of their computers is no mean feat.

With our target audience becoming more savvy, more demanding and more time poor, making their experience on our website a remarkable one is a huge challenge. After all, we are not (yet) Net-a-Porter or My-Wardrobe with a host of resources to call on.

There are four things we must get right:

  • The way we display and communicate product
  • Our service promise
  • Our point of difference
  • A deep understanding of the digital world

We’ve got a plan for all of the above that is driven by the following mantra: think big, don’t cut corners and never take your foot off the gas.

We’re preparing unique content for the site and the beta version is being tested. Roll on launch day.

Jo Davies is co-owner of premium womenswear indie Black White Denim in Wilmslow, Cheshire

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