News Online Fashion Success: The World of Digital Retail

30 March 2015
Online Fashion Success: A networking event for Australia's fashion retailers and manufacturers.

The Online Fashion Success networking event was established as a response to Asia’s ‘etailing’ boom and the rapidly evolving digitisation of retail. Held on Monday 23 March, 2015, Jacquie McGowan, our business development manager, went along to gain some insights into the somewhat daunting, yet necessary, transition into retail digitisation.

The Online Fashion Success event hosted a number of speakers and leaders in the digital retail industry, including (among others): The Iconic CEO Patrick Schmidt; APG&Co CIO Paul Kennedy (Sportscraft, JAG, SABA, Willow); SHOWPO CEO Jane Lu; DealsDirect Co-Founder and NORA Chairman Paul Greenberg; Jeanswest Global CRM & Digital Manager Sarah Hayden; 2XU eCom Manager Jon Bovard.

Given the ongoing struggle many Australian retailers are facing, it has become clear that innovation holds the key to lasting success. Digital retailers have responded to market needs by offering simple, effective solutions, while keeping the customer front of mind. One great example is The Iconic’s Collection Bar. Most often we’re online shopping due to convenience, but on occasion we still want to try on the product and not deal with the difficulty than can result from missing a delivery. The Collection Bar allows customers to collect and try on their online purchases. They can return on the spot if they aren’t happy, ensuring those customers who need a higher level of certainty to commit to online shopping, are given that certainty. Great ‘etailers’ also offer free shipping, free returns, estimated delivery times, and local customer support.

From the event it’s clear that the most important factor in ecommerce is the platform. Optimisation for various devices, site availability and speed, and merchandising capabilities are all key factors in creating a user focused site. From the retailer’s perspective, systems must be simple to ensure site changes can be made easily, reporting capabilities are vital, and a strong team with great morale will provide the backbone to online success.

Find out more about Online Fashion Success at