Issue link: https://viewer.e-digitaleditions.com/i/80373
sheila I feature CLOSET TRADERS Fashion retail newbies, Kyle, a lawyer and Sarah, an accountant, have been astounded by the response to their new project online boutique, The Closet Monster. WHAT PROMPTED YOU TO SET UP TCM AND WHAT IS THE STORY BEHIND THE NAME? Kyle: Sarah and I had been going out for quite a while and I had started to realise just how much she loved to shop online. I would tease her about how much time she spent searching for clothes online and joked that I could set up a profitable store based solely on her online purchases. WHAT IS THE CONCEPT AND HOW IS IT DIFFERENT FROM OTHER ONLINE STORES? Kyle: The Closet Monster only stocks Australian labels. We think that the Australian fashion scene is jam- packed full of amazing well established labels and awesome up-and-coming designers. We are passionate about supporting Aussie designers and aim to grow to be a one-stop-shop for Australian fashion for both Australian and international customers. The Closet Monster is young, fun and fresh - we're accessible and want to interact with out customers as much as possible - less formality and more fun. WHAT IS THE KEY TO SUCCESFUL ONLINE SHOPPING? Sarah: Look for colours and cuts that you know suit you - when you go into a shop you may pick something up, have a look, and then put it back because you 24 SHEILA JULY 2012 know it's a style that doesn't really suit you. Online shopping is the same. Find a store which stocks styles to suit your taste and has good customer service. WHY DO PEOPLE LOVE INTERNET SHOPPING? Sarah: Freedom, flexibility and ease of use. It can be a pain sometimes to go all the way to the shops, find parking and then walk into the shops only to find they've sold out of the dress you want or don't have your size. With online shopping, you can see whether they have what you're after in just a few clicks. I also enjoy not being pressured to buy instantly by sales assistants. Being able to add to cart and have time to think about it is a big plus. In a physical retail store, you either buy it on the spot or have to come all the way back another day at the risk that the item you want is no longer in stock. Kyle: I also think that people enjoy the freedom that online shopping affords them. The ability to purchase items at any time is a huge plus and a lot of women in particular, enjoy being able to sit around in their pyjamas whilst they shop. The push for Sunday trading in WA is a clear indication that people want more flexibility to be able to shop at a time that suits them. Furthermore, most mail is shifting to electronic delivery now, so when you do receive your package in the mail, it's somewhat of a novelty and feels like you're receiving a gift. With the amount of time people spend on their phones on the bus, in waiting rooms etc, I think many people also find online shopping to be a great way to pass the time. WHAT THREE ITEMS DO YOU THINK ARE MUST HAVE INCLUSIONS IN ANY COOL WARDROBE? Sarah: A great scarf, an amazing pair of boots, and a perfect fitting pair of jeans. I am a serious scarf and boot junkie. I'm always on the lookout for another scarf to add to my collection. I have about 8 pairs of boots - ankle, flat, heel, over the knee, knee length, print etc. Find a pair that suits you and roll with them. Jeans - J Brand always. With these three, you can't go wrong.