My-wardrobe announces new developments

As online retailers are making strides into their next phases of development, mid level luxury fashion site, my-wardrobe.com has announced plans to unveil a range of partnerships to boost consumer interest and as part of a shift in marketing strategy.

The digital retailer has identified brand partnerships as a key strategic tool to help raise the brand’s profile among new audiences. It is also hoped that they help drive traffic and sales for both brands.

In the coming year, My-Wardrobe plans to partner with brands including Kenco, Dannii Minogue’s fashion brand Project D luxury, skin-care brand Crème De La Mer and luxury travel brand Kuoni as well as a year-long partnership with Evian.

Antony Hawman, partnership director at My-Wardrobe, says that the online business has reached a scale than makes it worthwhile for it and other businesses to leverage what it claims is a 200,000-strong customer database and 1.3 million visits per month.

He adds: “Brands these days need to make their marketing budget work much harder for them and the 360 degree nature of a brand partnership does just that. We can offer brand enhancement, competitions that capture data, traffic drivers to their site, deluxe sampling, onsite editorial features and emails. The brand gets to align themselves with us – a complimentary luxury brand, we get fantastic content for our consumer.”

He adds that the cross-promotional campaigns are always tailored for each brand and designed to enhance, rather than cannibalise its own brand so there is less risk of diluting the My-Wardrobe brand through multiple partnerships.