Online Fashion: Launches and Re-launches

Last week saw the emergence of several new fashion websites in both the high-street and designer e-tailing sectors, as greater numbers of retailers are "waking-up" to the importance of an effective internet presence in order to capitalize on the UK’s online shopping boom. This ever more competitive e-tailing market is also great news for consumers, who will no doubt benefit as companies strive to offer increasingly sophisticated websites providing greater product ranges and improved customer service.

Britain's favorite department store Debenhams – recently voted the 8th most favorably viewed UK brand by Marketing Magazine – has re-launched its existing website just in time for the festive season. Debenhams promises the site will be faster and more efficient, with some added enhancements such as the Beauty Boutique, which allows customers to shop from high-end cosmetic ranges including Benefit, Estee Lauder and Elizabeth Arden. The site also features a large number of lines from the superb Designers at Debenhams range. www.debenhams.co.uk

Topshop profits may have taken a fall recently, but the company’s web-service is most definitely on the up-and-up. Topshop has always offered a great online service, which is now even better. Wannabe fashionistas are able to shop from a collection of over 2,000 items with around 200 new lines being added every week. As well as having clear and easy to use navigation, the new site has the look and feel of a fashion-magazine and incorporates fashion features and a Style Blog – this site is the perfect fashion-fix for lunch-hour browsing. www.tops.co.uk

The Office website also has a new layout, which like Topshop’s, is far more user-friendly than its previous design. Personally, I’m a big fan of Office shoes and the website has a good range of ladies and men’s styles, together with a limited number of items from the company’s up-market Poste Mistress line. Office online gets top marks for delivery, offering international shipping. www.office.co.uk

At the designer end of the market, Tom Ford has launched his eponymous website, which whilst acting as a tasteful showcase for Ford’s fragrance and eyewear lines, offers little else of interest for the serious online-shopper (www.tomford.com). Similarly, Oscar de la Renta’s recently launched e-commerce site presents only a narrow collection of items from footwear, handbag, eyewear and fragrance ranges. www.oscardelarenta.com

Whilst the high-street is certainly stepping-up to the mark in terms of e-commerce, unfortunately it appears that online retailing still represents a “down-market” option amongst the major fashion houses, with few (if any) designers providing a comprehensive online-shopping service.

It’s understandable that designer’s want to protect where and how their merchandise is marketed and sold in order to retain exclusivity - but such companies are at the forefront of fashion design, so isn’t it time they embraced e-tailing, which is at the forefront of retail? After all, just because you don’t live in a major city doesn’t mean that you don’t aspire to the possession of luxury brands. More often than not, its tech savvy career women with limited time for shopping excursions to London or Paris who can most afford those designer price-tags.

Liz Southall – Fashion Editor