How's my-wardrobe.com Sarah Curran grew a dynamo Retail Fashion

      Sarah Curran is the entrepreneur behind online mode dynamo detail my-wardrobe.com. Seven years ago, the French base Curran then sold his house to finance the launch of his company.

Well, my-wardrobe.com on course is limited to 20 million pounds ($ 33 ​​million) in sales this year will reach, is up to 40% over the previous year. The company has offices in London and Nottingham, as well as Sydney, New York and Norway and employs nearly 100 people.

My passion for keeping connected with the customer just had my first shop in North London. When I started my wardrobe, I wanted to keep this personal element. Online, you are faceless, and it is very easy not enter into a relationship with you and make purchases without an emotional point of contact for a customer. This was a challenge, but I love challenges. It was the opportunity to resolve the problem.

The way we do is that we have our events that we do. Hosts in each country where we have an office They are a way for customers to see the trends of the season, and allow the customer to feel a part of the community. They were very successful.

It is not for sale in the night. I remember when we did our first in London. A woman came up to me and said it was really amazing that they do not feel obligated to buy something. I said, "There are no shopping is to reflect trends and how to wear them, and the brand of my wardrobe are connected see..

Growing companies, has been our biggest marketing challenge. We do not have the money to invest in customer acquisition. We grew organically. Once we get a customer, our retention is extremely high. We are sitting at 65%, most rely on 30-40%. We invest heavily in our team that supports customers and ensures that they are loyal to us. We simply do not have the money to get more of them.

Events and partnerships have helped. This is how we started our relationship with Dell. We have worked with people who were much bigger than we worked, but not trendy. We thought about our clients' brands have been involved with in terms of beauty, life, health and technology. We have partnerships to give us a new audience.

Australia is our second largest market. Our Australian customers have higher average order value, and they spend more time browsing. Our statistics are very high and very positive for the Australian market.

I do not believe just believe in an area of ​​market share, and do not give back. Do you have an office in Australia, and participation in things like the Melbourne Fashion Festival, is our way of value creation. We believe in things like research and sales of new Australian designers. The relationship has to go both ways. I do not feel comfortable otherwise. It is a moral obligation.

All our clients are selling girls come from a background of fashion. All were formed on the main products and seasons, as well as new designers. These things are really important.

We believe it is important to be flexible, as we show, a product online. So if you go to a product, you can browse and see different ways. No other place does. It was important for me to make the article as relevant to as many people as possible. How could a woman say, "Oh, I like to take this door."

Myriam Robin went to Istanbul as a guest of Dell, who paid for flights and accommodation.