Internet Shopping
Are we a few clicks away from total online dependence?

Hannah Symons is a talent budding journalist currently studing at Salford University, based at the new Media City campus.  I meet Hannah back in the summer when I first moved into my studio.  She interviewed me on behalf of Salford On-line.  When she contacted me again asking to do a feature on the on-line retail market, of course I agreed.  Below is a extract from the interview and you can read more on her blog by clicking the link above. 

However a staggering 37 million people in the UK shop online including Collette Costello, a 29 year old fashion designer from Manchester whose career has gone from strength to strength via the internet.

She is among 730,000 people that are employed in the digital commerce industry by starting up an online clothing business three years ago. She has shot to success and now has her own page on the reputable online brand ASOS and is adamant that the future of shopping is via the web.

‘I personally buy everything online if I can it’s a nicer experience to be able to be sat home of an evening if you have a busy life which I do being able to relax and think about what you are purchasing’ said Collette.

But what about the inevitable prospect of returns? In a shop we can go back the next day no hassle. Yes, we do have the awkward moment when the girl at the checkout questions our need for a refund. Rather than admit we look like a sack of potatoes in it we may have to white lie, but overall the process is simple and quick.

Collette agrees that this can be a problem ‘Returns have been an issue in the past and something I didn’t consider when I first started’ she said ‘online, people only have a visual picture to look at being a model and then it arrives they try it and realise they don’t have a model’s figure’.

To get around this, Collette has adapted her designs to styles that will work for most people and uses forgiving fabrics to fit the individual.

It seems that in terms of selling, Miss Costello has got it right with the internet. She realises that there may be trust issues but puts herself out there to ensure she is not just among many of the faceless brands.

‘every time a customer buys something online I send them a thank you message and add them to the mailing list and my blog’ said Collette.

She also points out that the internet allows her to branch out from one city. ‘People can access you from all over the world’ said Collette ‘so I’ve had customers from Luxemburg, Russia and America’.

I can’t argue with that. After all, it would be harsh to deny the world from British fashion.

So in spite of the recession, Collette has worked hard to make her internet business a success and has adapted to suit the needs of a demanding online clientele.