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Web revamp boosts The Dressing Room

Contemporary womenswear indie The Dressing Room has quadrupled its weekly online sales following a revamp of its website last month.

Owner Deryane Tadd said she expected to account for 30% of turnover in its first year and forecast that would rise to 60% by summer 2012.

Brands on the site include Maison Scotch and Paul & Joe Sister as well as singer Dannii Minogue’s label, Project D, and short-order brand American Vintage, which have been key online performers since the site’s relaunch on August 17.

Tadd, who opened her St Albans store five years ago, is now focusing on expanding The Dressing Room online: “It made sense to keep everything under one roof rather than opening other stores.”

She said she had been through a “learning curve” since launching the site 18 months ago, and found that consumers viewed products differently online to how they would in a store. Tadd worked with ecommerce consultancy Docnet to improve the visual merchandising of products to better reflect the look, feel and customer service of the store.

“We’ve included boutique touches, such as advice on trends and fit from our stylists,” said Tadd. “It has led to lots of interest, positive feedback and a lot more sales.”
Tadd is now more selective about which products are made available through the website.

“I only feature collections when I carry repeats. There’s no point spending time on photography if you’ve sold out of the product before you’ve uploaded the image,” she said.

The relaunch has been supported by investment in search engine optimisation, which has helped drive traffic to the site.

The site is accompanied by a blog and a Facebook page, which aim to capture the store’s community feel, while allowing Tadd to inform customers about new stock.

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