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Rachel Perrett

The creative director of online womenswear boutique Frock gives us the lowdown on her business

How can you grow as an online retailer?

There is huge scope to expand the business by increasing the product range and offer. With relatively low overheads, we have a strong business model that will survive the tough economic climate and come out the other side with a good expansion programme.

What kind of product gaps are there in your offer?
We are always on the lookout for well priced occasionwear. Since we launched we have seen some mid-market occasionwear wholesale brands disappear but there is an increasing demand for this product area. In the next few years we are planning to launch our own label.

How do you think that etailers are faring against bricks and mortar stores?

We read in the papers that it is the online sector which is growing. There are obviously lots of small independent fashion websites and the key is to find your niche and make a name for yourself.

What advice would you give to any indie looking to start selling online?

As an independent retailer with an established customer base, you are already one step ahead. However, there is so much scope to gain new customers. Invest in a good online marketing strategy and PR campaign in order to increase brand awareness and drive traffic to the site.

Rachel Perrett is creative director of online womenswear boutique Frock.
Brands include Gestuz, St Martins, René Derhy, Fever and Darling


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