Tag Archives: shopping
Inspired by the brutalist architecture and unexpected greenery of the Alexandra and Ainsworth Estate, we pitched up on a chilly February morning to shoot our first spring editorial. Photography by Chiara Romagnoli, styling by Navaz Batliwalla
As the multi-brand etail market continues to evolve, the originators have their work cut out. How to keep attracting new customers in the face of increased competition? How to tackle the issues of fit and returns? How to differentiate from all the copycats out there? And how to deliver an outstanding service to keep customers coming back?
My-wardrobe.com has a new service that aims to tackle some of these concerns and I was asked to try it out.* As I’m easily put off online shopping by time consuming returns processes, this one had instant appeal.
The service is called my-dressing room and is offered to My-wardrobe’s Silver, Gold and Black tier members. It’s a try-before-you-buy idea which lets you order a number of items, have them shipped to you free of charge, and only once you have decided what to keep do you get billed. You receive an email a couple of days later asking what you’re keeping and the remainder gets picked up by courier, also free of charge.
I know that a lot of people choose online shopping so they can try things on in the comfort of their own home, with their own things. They will frequently order six dresses, knowing they’ll only keep one. Or they’ll order the same item in several sizes so they can settle on the best fitting one. So forking out £500 when you only plan to spend £100 can be a pain, especially when you factor in the time it sometimes takes to get refunded.
To test the Black tier service, I’d planned to pick out a few statement pieces from my-wardrobe’s London Lab designers. But much as I admire J.W. Anderson, Meadham Kirchhoff et al, I don’t have much use for crystal hairslides and origami dresses right now.
So back to my comfort zone I went, adding white shirts, cashmere knits and chunky boots to my ‘dressing room’. I chose two types of Acne boot, a black Pistol boot (always fancied a pair) and a higher Colt boot in a lush oxblood shade (exclusive to My-Wardrobe). I also fell for a pair of salmon pink Paul Smith brogues – a beautiful summer shoe to wear with slim cream Joseph trousers (which I also ordered). Well, I guess I’d wear them if I lived somewhere reliably sunny like Tuscany, but in rainy west London, my common sense got the better of me. (Clearly however, some disagreed…)
Also in my dressing room went a Helmut Lang snake-print leather sweatshirt and a 3.1 Phillip Lim grey marl cropped sweatshirt. Of those two the Lim was perfect in every way except the cut was just a tad too boxy for my frame. A Carven white shirt was also on the roomy side and I decided I could live without the Carven cuff and Maria Francesca Pepe set of rings…for now.
So what did I keep? I was utterly thrilled with the Acne Colt boots. I know I’ll wear them to death as they’ll take a few knocks without looking too shabby too soon. At 100cm, the heel is high (for me) but chunky enough not to teeter and the cut hugs the ankle so you feel supported. My other keep was an Equipment bottle green cashmere crew neck. This is a classic cut in a rich colour which for some reason is never easy to find. Like my Equipment shirts, if I’m happy with this I’ll be repeat buying.
After mulling over my choices overnight I boxed up my returns and emailed My-wardrobe who gave me a time slot for my courier pickup. My credit card will only be charged for the items I kept and the overall experience is one of being thoroughly pampered. But while this service is certainly useful for customers, it’s not all altruism on the part of my-wardrobe. Do I detect some clever psychology at play? Once you have something desirable in your possession, it can be very hard to let it go, so although I’d been allotted a budget, I naturally found myself going over it. I mean, the goods are here, they’re super useful, they fit perfectly, I may as well keep them, right? And if I, the cautious, virgoan, methodical shopper can be seduced that easily then anyone can.
All things considered, I’d say that giving customers a free pass to play dress up with more items than they might really need is a canny move from My-wardrobe. But as a service, my-dresing room is a great reward for time-poor My-wardrobe loyalists who want a convenient way to shop online with all the tedious elements taken care of.
For more information on My-wardrobe’s my-dressing room, click here.
*Discosure: For the purpose of this review, I was given a budget to shop with by My-wardrobe
River Island loves bloggers so it’s tapped some of its favourites to model its latest denim. Why this works? Because these super-bloggers will naturally share the shots on their own multi channel platforms, thus spreading the message far and wide. (It’s an international affair – amongst the bloggers are Italian Chiara Ferragni from The Blonde Salad, Australian Jessica Stein of Tuula Vintage and Spanish Gala Gonzalez from Amlul). Continue reading
Beauty bits: Tom Ford’s first face palette, Sam McKnight hair accessories, positive beauty talk and Coca Cola nails
FIRST LOOK AT TOM FORD’S FACE PALETTE
Last week I met with the PR for Tom Ford Beauty, where she arranged all the latest spring lip and nail colours before me. Most exciting was a first look at the new (and first ever) Tom Ford face palette (above) due in April. Even the MD of the store we were in snuck over from his meeting at the next table to get a peek. In the pics below you can also just see the Lip and Cheek Shimmers (bottom right) which also land on counter in April. Continue reading
And we’re off! It’s the London leg of Fashion Month and there’s a lot I’m looking forward to. Mother Of Pearl makes its London Fashion Week debut this season, Joseph returns to LFW after years and years and years and Blue Farrier is going to show us what’s up her Issa sleeve. Then there’s Hunter’s arrival on the fashion week stage. Is this another Burberry in the making?
Also new for London Fashion Week is the British Fashion Council’s official partnership with Swatch. If you happen to be around Somerset House from today to Tuesday, you’ll find the Swatch pop-up Patisserie (actually a sweet shop on wheels!) parked on the cobbles, stocked with specially created survival sweets to keep flagging fashionistas’ energies up. Among the bonbons are chamomile-infused calming sweets, Guarana-packed energy sweets and vitamin-filled beautifying sweets.
I’m also partnering with Swatch, reporting trend highlights and video footage throughout the week. All this ties in with Swatch’s latest ‘Pastry Chef’ collection of candy-inspired timepieces. Think maccaron shades and liquorice allsorts-prints – just look at these and tell me they’re not the most saccharine accessory treats you’ve seen this season…
*THIS POST IS A SPONSORED COLLABORATION WITH SWATCH
Another perfectly-considered offering from Bella Freud. If you’re a fan of her hand-drawn typography, you’ll love these romantic wool sweaters in classic shapes and muted colours, produced exclusively for Net-a-Porter.com…
Today’s the day! BeautyMART’s one-day mega sale has started and there’s 50% off across the entire site.
The editorialised beauty site, headed up by Millie Kendal and Anna-Marie Solowij is an insiders’ go-to for such pharmacie gems as Homeoplasmine (homeopathic skinsoother favoured by backstage makeup crews), Balmain hair products and the cult Japanese mascara, Fairydrops (a BeautyMART exclusive). And that’s not even including all the tried and trusted make-up brands, handpicked for their superstar status.
The main thing you need to know is that the sale is a 24-hour spectacular and started at midnight. So if you want to take full advantage, head to BeautyMART, fill your basket, then enter FLASH50 at the checkout. Go now!
By accident or clever engineering, Lego’s latest offering is right in tune with fashion right now. Its line of adult watches marry poppy primary colours with playful graphics, plus the current obsession with all things customisable and hackable.
Head to the Lego Watch website and you can choose from a number of different styles with customisable straps and bezels. The links of the watches click in and out of place and can be changed to different colours, while silicone straps can also be added. Continue reading
I love that this exclusive Sophie-Webster-for-Net-a-Porter collection is called Ida. Ida Petersson is Net-a-Porter’s senior shoes buyer who I first met a few years ago when she was at Harvey Nichols. She’s like a bundle of energy in person, so it’s no surprise that she’s a fan of Webster, whose own aesthetic is equally high on the fizzy fun factor. Continue reading