My-Wardrobe repositions with content focus, the online fashion retailer, is repositioning as a content-led fashion retailer under the brand strapline “Everyday Luxury”.


The brand is relaunching its website with daily news and magazine-style features and enhancing its online TV content My-TV with “click to buy” facilities. It is also reviving its quarterly customer print magazine targeting 10,000 VIP customers, and making the content available online with additional video content.

My-Wardrobe is currently developing a mobile platform and smartphone apps.

The fashion retailer has drafted in a team of fashion editors, writers and photographers to make fashion accessible for its audience with “short, sharp and instructional” content.

The “Everyday Luxury” strapline replaces the previous “Accessible Luxury” line which My-Wardrobe felt was the wrong word to describe its “brand ethos”.

Because online fashion retail is a young market, all the big players such as and have been lumped in together. While there are crossovers between the rivals, as the market matures each is carving its own niche.

My-Wardrobe says its target audience is 27 to 47 year-old women, who have a lot of disposable income, but busy lives.

Fiona McIntosh, My-Wardrobe creative director and former Elle and Grazia editor, says: “The whole strategy is about more than just growing sales, we have ambitious aims but this is a branding exercise because we needed a strong identity.”

She adds that the repositioning follows audience research that revealed its core customer was slightly older, and better off than the five-year-old business had expected.

“Our customer is time poor and cash rich, so what we’re doing is repositioning to make the shopping experience easier. Our audience doesn’t slavishly follow fashion, but wants to be stylish and well-dressed.”

My-Wardrobe plans to launch in both Germany and France later this year to boost its international business. It currently reports 20% of its sales from overseas markets.

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