113 WOMENSWEAR BUYER — FEBRUARY 2013
FORUM —
WHAT HAS BEEN YOUR MOST MEMORABLE CUSTOMER EXPERIENCE?
MARIANNA LAUNCHES ONLINE SHOP Ipswich indie Marianna Boutique has recently launched its new online store to complement its existing offer and extend its reach beyond Suffolk. The online shop carries brands such as J Brand, Rutzou, By Malene Birger, Crea Concept and Ann Louise Roswald. “We chat online with our customers about standout trends and gorgeous combinations from our collections, but many of them live and work across the UK, so we wanted to throw away the constraints of opening hours if they can’t get to our shop as often as they’d like,” says Emma Lloyd, owner of Marianna. “The layout had to be clear and inspirational, so doing business with us online was a pleasurable experience; in the same way as it is in our bricks-and-mortar store.” —
We ask four retailers this month’s hot question EMILY WEBSTER Owner, Emmie Boutique, Hurstpierpoint
— “When Jodie Kidd visited our store. At the time, she was doing Strictly Come Dancing and was so busy that she had left her Christmas shopping until the last minute. She rushed in on Christmas Eve in a complete spin, sweetly asking for our help. We had such fun helping her choose her presents.” —
— “Ella Boutique is close to a hospital for cancer care. Last year, a new customer’s husband was undergoing treatment, and he’d prompt her to have a little retail therapy while he was having check-ups. It was lovely to see them both come to shop and give me the news of his recovery and hear from him how much he loved seeing his wife’s purchases.” —
RAFFAELLA ZOPPELLETTO Owner, Ella Boutique, London SW3
COCARANTI OPENS WEB STORE Following its opening in October 2012, Knutsford boutique Cocaranti has extended its operation with an e-commerce arm. The full range of denim collections, luxury casuals and accessories is now available online, with the web offering having already expanded the store’s international presence, with orders having been sent out to as far as Australia and China. “The content, look and feel, usability and quality of images had to reflect the standards of the boutique and Cocaranti brand,” says owner Lucy Willder. “We’ll also be sharing our lifestyle blog on the website.” —
MY FAVOURITE SHOP... OTHER SHOP By Vicky Snepp, head of design, Bastyan
Other Shop 21 Kingly Street London WLB 5QA
AOIFE MYLER Owner, Moda Mallow, County Cork
Owner: Matthew Murphy and Kirk Beattie Store opened: September 2012 Brands carried: Christopher Lemaire, Peter Jensen, Sophie Hulme, Stephan Schneider, Opening Ceremony and Other “Tucked away behind Liberty stands Other Shop, the small independent set up by the B-Store boys in 2012. Clean, minimal rails and tall wooden tables are strategically placed for you to shop with ease, with large green plants dotted around. I always make a beeline for the store’s off-the-wall accessories, although the clothing is just as tempting. The labels offered are not easily accessible, so you know you’re in for a treat – a collective mix of fashion-pack must haves, essential day pieces and unconventional designs with understated coolness. —
— “It would have to be our youngest customer, Lottie, aged seven, who fell so madly in love with a Lulu Guinness shopper, she saved up all her £3-aweek pocket money. One day, she came in with her mum and, to our surprise, pulled out her purse full of £1 coins and bought it. Thank goodness we had one left!” —
— “My most memorable experience to date was when I had my daughter Sofia. I was overwhelmed by the support and gifts I received from customers, both locally and countrywide. It was totally unexpected and reminded me how much customers appreciate the service boutiques offer.” —
DANIELLE ROGERS CLARK Owner, Believe In, Essex