plans heavyweight marketing drive boosted by £6m investment boosted by £6m investment, the online fashion retailer, is gearing up for its biggest marketing drive to date, following a £6m investment from Balderton Capital.

The venture capital firm, which also has investments in Betfair and LoveFilm, announced the funding last week.

My-wardrobe will roll out heavyweight direct marketing, CRM, social media, affiliate, paid search and PR activity, and live events, as part of its acquisition and retention efforts.

The retailer's marketing will continue to be handled in-house, but the brand has confirmed it is looking to appoint international agencies in the next 12 months, to ensure that campaigns in overseas markets are 'culturally specific'.

Although My-wardrobe has run CRM activity in the past, it intends to develop a more comprehensive programme to drive loyalty. This will be handled by CRM manager Katie Palmer.

Palmer joined in September 2009, having previously worked as a consultant for the Boots Advantage Card scheme.

Sarah Curran, founder and chief executive of the retailer, said: " can attribute most of its growth to date to its PR efforts. The capital from the recent funding will [enable us to] significantly invest in both our marketing team and through-the-line activity."

She added: "Online is all about innovation. 'Spray and pray' email marketing is long dead; targeted emails with relevant content has been the order of the day for some time. The focus has to be on a one-to-one communication strategy, tailoring content to each customer.'

The Balderton investment will also enable the company to enhance its product offering and customer experience.

Launched in 2006, My-wardrobe is a destination for 'accessible luxury' fashion for men and women, selling items from more than 180 designer brands, including Dolce & Gabbana. Its target audience is more likely to be Net-a-Porter customers than those who shop at the traditionally more down-market currently attracts 800,000 visitors a month, an increase of 110%, year on year. It also claims to have been the first etailer to launch click-to-buy video content, through My-tv.


Honor Westnedge, retail analyst, Verdict Research:

"Sitting firmly in the luxury sector, My-wardrobe competes directly with online player Net-a-Porter, as well as individual fashion brands.

"Investment in marketing is a great step for My-wardrobe to boost its presence and rival the likes of Net-a-Porter by expanding its customer base. It will also help swell its brand portfolio, which will boost its fashion credentials. Funding will also help it build on features such as My-tv, which is a great way of communicating with shoppers.

"The online clothing market is growing rapidly, leaving room for My-wardrobe to expand, while its international launch provides another avenue of growth."


Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus
Brand Republic Jobs

subscribe now


Lynx tells men not to leave love to fate
HBO captures awkwardness of watching sex scenes with parents
Primark to open first US stores with Boston chosen as flagship location
Marketing spend on the up but a reality check is needed before celebrating
Top 10 ads of the week: Jackpotjoy and BT Broadband fend off Kevin Bacon
Lidl beats Tesco to 10m Facebook fans
Center Parcs ad banned for encouraging parents to take kids out of school
Coca-Cola, Cadbury and Amazon named top brands for targeting youth market
Leaked document shows Nokia to be rebranded as Microsoft Mobile
Nike lays-off hardware staff in move that casts doubt on future of FuelBand
Greenpeace says save the bees or humans will die
What brands need to know about changes to VAT and online downloads in 2015
Jimmy Savile victims urged to claim compensation in new ad campaign
UKIP launches biggest  ad campaign and stirs up 'racist' accusations
Apple boss Tim Cook provides voiceover on ad touting firm's renewed green commitments
John Lewis walks consumers through its history to celebrate 150 years of business
Waitrose boosts content strategy with 'Weekend Kitchen with Waitrose' C4 tie-up
Hottest virals: Cute puppies star in Pedigree ad, plus Idris Elba and Fruyo
Amnesty International burns candles to illuminate new hope
Toyota achieves the impossible by calming angry Roman drivers
Tom of Finland's 'homoerotic' drawings made into stamps
YouTube reveals user habits to appeal to 'older' marketers
Ex-M&S marketing chief Steven Sharp consulting at WPP
Wolff Olins reveals new CEO after Apple poaches Karl Heiselman
Glasgow offers £30,000 prize to best digital idea for 2014 Commonwealth Games
Google's revenues surge but shares drop as it grapples with transition to mobile
Facebook beats Twitter to most 'marketing friendly' social media site crown, says DMA
Fableists believe children like Finn should be outdoors enjoying life
Homebase, Baileys and Camelot join the line-up at Media360
MasterCard renews Rugby World Cup sponsorship to push cashless message