E-boutique Young British Designers open for business


Whetting the appetite for another stellar London Fashion Week, stylish e-boutique Young British Designers launches this month. Developed by a collective of four marketeers working with marketing communciations agency Rees Bradley Hepburn, the site features a smorgasbord of British fashion’s newer names.

 These range from a real ‘one-to-watch’ purist Eudon Choi, to the more established Danielle Scutt, and social media-savvy Charlotte Taylor (with plenty more besides).  Price-points from £39 tp £2k-plus – I have long had my eye on Taylor’s super cute Penguin scarf which, at £90, is more my end of the purchase spectrum(!).

Recognising the need for creative viral marketing, Young British Designers has released a launch video; creative director is Stuart Jackson, director Elisabeth Hoff and film director Oliver Warren. The launch is supported by a YouTube channel, Facebook page and Twitter account.

Fashion seems to be in endless pursuit of the young and the immediate – to the point that it can sometimes seem overwhelming – but certainly in terms of business, it is in the youth of operations that British fashion labels need maximum support, especially to break the chicken and egg/stockist and press challenge makes the first shaky steps all the more challenging.

It will be interesting to see how YBD fares in an increasingly competitive environment – not only have fashion e-commerce websites doubled in less than three years, key players are now examining how they can diversify to increase their market share.  We’re watching to see how the imminent launch of ASOS Marketplace, the recent introduction of Ebay Fashion, and indie aggregators such as FarFetch will seed further evolution of the uncharted digital retail landscape.


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