The company, which offers designer brands at up to 70% discount, has recently extended its offer from purely fashion to include home, travel and beauty brands. It is also trialling designer entertainment and spa sales.
A transactional iPhone app and YouTube campaign Fashion iWall have been developed to raise awareness of BrandAlley’s broadening offer.
BrandAlley marketing director Melissa Littler says: “We’ve stepped back and reappraised what BrandAlley is about. It’s more of a lifestyle choice than a fashion house so now we want our customers to reappraise how they shop with us and transcend fashion into other areas”.
“We are conscious that our members are busy, working people and if you want a designer lifestyle you want to access it on the move. Digital extras play a big part in engagement so video and social media is how we’re going to bring the brand to life.”
BrandAlley competes with online retailers such as Asos, which is looking to partnerships with Facebook to drive growth, and MyWardrobe, which recently repositioned as a content-led fashion retailer under the brand strapline ’Everyday Luxury’.
The iPhone app and iWall launch on 30 March following BrandAlley’s biggest advertising campaign earlier this month, which introduced the new brand strapline ’The possibilities are endless’.