Fashion Retailers Benefit from Half a Million Visitors to Covetish
Sydney, Australia March 2011 – Over half a million Australians have visited the recently launched site Covetish, a shopping platform launched to raise the profile of local Australian designers and Australian online retailers. The success of the site (launched September 2010) affirms the Australian consumer trend to shop online, but also attests to the local consumer desire to buy buy Australian designer clothing online.
At a time when the recent media focus has been on the increase in overseas spending by Australian consumers, the success of the Covetish.com proves that consumers understand the value of shopping local. Rather than focusing on cheap fashion at a low price, many Australian retailers offer high quality products and personalised service, are on trend to Australian fashion seasons, and enable shoppers to pre-order to secure often limited supplies of particular styles. And of course, you won’t need to pay up to $100 shipping to return something you ordered in the wrong size.
The sites creator and owner Melissa Emerson says, “The strong Aussie dollar had everyone in a frenzy looking to overseas sites to shop online,” says Emerson, “the launch response demonstrates Covetish supports local e- retailers. We make it convenient to shop local instead of sending dollars to the US or Europe.” In response to the democratisation of fashion, the site includes Australian designers at all price points. Says Emerson, “the line between street style and ready-to-wear continues to blur. Our users are expert in high/low brand mixing – they are looking at Arnsdorf along with Bonds or pairing camilla and marc with Ladakh .”
The international success of Australian fashion labels including Zimmermann, Collette Dinnigan , Camilla and sass & bide has helped establish Australia’s reputation as a creative fashion mecca. Consumers have had a chance to interact with these and other Australian fashion in boutiques and department stores over the years, so they have confidence purchasing Australian Designers online as they understand the products.
Covetish’s web technology aggregates products from a multitude of individual fashion shopping websites in one location, allowing users to search, edit and filter over 20,000 items from over 900 brands. Consumers search via category and can refine search by colour, enabling shoppers to quickly narrow their search to Maxi Dress in blue, or Black High Heels .
The sites creator and owner Melissa Emerson says, “statistics for the site are continuing to show strong growth. Over the last four weeks we’ve had 100,000 unique visitors to the site. With 3 to 4 thousand visitors on a daily basis spending on average 5 minutes a day on the site we are pleased with the sites stickiness.”
Emerson is confident the site’s model has longevity in a sector experiencing an influx of digital ventures, from the multitude of copycat flash sale sites to app-tailing. “Ultimately, Covetish provides a useful shopping experience. Everyone is looking to connect their brand community to commerce. The novelty of profiling your brand online has passed – fashion e-retailing needs to provide a shopping experience that is useful, relevant and compelling.
Statistics: Google Analytics – March 1, 2011
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Contact: Melissa Emerson