Fashionista Depot Media Releases
Sunday Telegraph May 13th May 2012
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Co-founder and Australian fashion industry veteran Sara Toia said the site allows for four to six designers at any time to offer between 15 to 30 styles with all garments pricepointed at up to 80 per cent off recommended retail price (RRP). The site also features a style file which gives shoppers insight into the season’s new trends and ways to mix and match key pieces.
“Over the last two decades I’ve watched radical changes to the way Australians consume fashion. Online shopping in the fashion world is increasing dramatically and we are paving the way for established and up and coming designers to have a share of the online dollar,” she said.
“Fashionista Depot is an online shopping destination for high-end Australian fashion, where consumers can obtain beautiful pieces at amazing prices, and we also have a designer profile page for each designer, so customers get to know them. In this way, we give a presence to Australian designers in the ever competitive global online fashion market. It is also a way of moving stock that may otherwise be sitting in their warehouse costing them money. And we do this in a stylish way that does not devalue their label.”
Current designers include Something Else, Barkins, Peter Lang, Insight and Cheeky By Mandy, and Toia revealed that there are plans to build on the number of labels and product category options on the site in coming months.
“Our future goals are to keep delivering high-end, unique, boutique Australian fashion at affordable prices to our customers, but we are also looking to branch out into children’s wear, menswear and home wares, so we can become a one-stop shop for the whole family,” she said.
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Online shopping find: Fashionista Depot
Whenever I hear the words ‘factory outlet’ and ‘sale’, my heart starts to flutter, my toes curl and I swear, my hard-earned cash begins to burn a hole in my pocket. So when I recently discovered Fashionista Depot, an online store which specialises in designer end-of-season stock, I almost had a cardiac arrest. At Fashionista Depot, a factory outlet sale is always just a couple of clicks away on your computer! Check it out here.
What do you sell in your store?
High-end Australian fashion clothing, footwear and accessories. We source designers’ end-of-season stock and bring warehouse sales to you.
How did the idea for your store come about?
We are a group of women who all met at fashion design college, served our careers in the fashion industry and had gone off to start our own families. We were all looking for a child-friendly way to rejoin the industry, and with online shopping taking off, we thought we’d put all our knowledge, contacts and resources together to start Fashionista Depot.
What’s your career background?
We are all from fashion industry backgrounds, all serving over 20 years in the industry.
Who is your key customer?
It varies from label to label, but mostly time-poor mums who can’t get to the shops and busy career women who can’t get out of the office! And anyone looking for a great bargain.
How do you make it easy for your online customers to buy from you?
To help identify what’s hot and new, visitors can visit the Fashionista Style File. The Style File gives shoppers insight into the season’s greatest trends and ways to mix and match for the most stylish outcome. There’s also easy navigation and checkout on the website.
Do you sell in person or in a physical store as well?
No, we are only an online store.
What’s next for your online store?
We are continuously changing labels depending on who has excess stock to clear. Also we are considering stocking childrenswear.