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My-Wardrobe relaunches to emphasise luxury credentials

Premium etailer My-Wardrobe will relaunch its website at the end of the month, with a number of new initiatives both online and offline.

The relaunch will coincide with the etailer’s fifth birthday and was prompted by customer research that showed it needed to clarify its positioning in the market. Moving away from describing itself as ‘accessible luxury’, which customers mistook as meaning it sold discounted items, My-Wardrobe plans to rebrand itself as an ‘everyday luxury’ site.

New editorial content will be added to the site, as well as ‘street style’ image galleries. The relaunch will herald the reintroduction of the My-Wardrobe seasonal style magazine Style Guide, which has been redesigned with more editorial content and will be sent out to top-spending customers free of charge. Other customers will be able to add the free 110-page glossy to their baskets at the checkout. The magazine will also be distributed in selected luxury outlets including Virgin Atlantic Upper Class lounges and London hotel The May Fair.

The use of augmented technology in the magazine will allow readers to take pictures of images on their phones that will then link them to content on the site, such as videos.

The website’s top-line navigation will increase to include a ‘Shop By Wardrobe’ section, where users can choose from areas such as the ‘Denim Bar’ or ‘Workwear’. New brands will also be added into the new ‘Designer Room’ section including Mulberry’s ready-to-wear collections.

Founder Sarah Curran said: “The pure-play online market is more competitive than ever before, creating a need to cultivate a unique online proposition. We have extremely aggressive plans for the business and are set to continue the 100% year-on-year growth.”

Separately, Curran is appearing on CNN International’s new series The Boss, which follows three business leaders to gain insight into what it’s like to run their company. The show airs on Tuesdays on CNN International at 7.30pm. Click here to view the latest episode.

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