With online shopping being favoured by the fashionistas of today, can online solutions for accessorising be far behind? After all, it is no longer enough to simply pick an outfit. You also need to know how to complement it with shoes, handbags and jewellery.
So it was that Stephanie Phair came up with the idea of setting up an online portal that provides ideas for ways to pair off last season's clothes with accessories. The Outnet was born.
Phair, who took over this retail luxury venture to address the needs of a ready web-based female audience with great purchasing power, had worked on a string of haute couture assignments in the US before hitting upon this formula. "After graduating from Oxford University where I studied philosophy, politics and economics, I flew to New York on a one-way ticket to try my luck," she says.
"I worked at a PR Agency and Issey Miyake before landing a job in marketing and public relations for Vogue. Then I moved on to Portero - a pre-owned luxury-accessory retailer in the US. It was a start-up when I joined and I helped grow it from a concept into a company. It was the perfect grounding for The Outnet."
A reliable shopping destination
Phair describes the way her portal works: "We stock over 200 brands but we edit rigorously to keep our offerings compelling. We upload arrivals three times a week and because the website is open 24/7, it's a destination our customers can always turn to and find something good."
The site is not just a retail experience but it also gives you important fashion counselling, she says. "We show you how you can channel current season's trends with previous season's fashion. In our ‘Dress Me' section, you can find definitive lists of outfit suggestions sorted by occasion such as ‘Black Tie' or ‘Weekend in the City'. The way we merchandise and present our products and the service we provide is very unique to the off-price world."
Her own style is classic. "I love tailored pieces," says Phair. "Particularly for work, as a bit of structure makes me feel put together. I do like to mix something unexpected from time to time. Recently I bought some acid yellow ballet pumps to liven up a black and white print dress!"
While the world over, fashion-conscious women do not blink at pairing last season's clothes with this season's accessories or key pieces, the Middle East, Phair feels, has still to catch up with that practice. But what remains indisputable is that it is the fastest-growing market of the moment. "I think there are several reasons for this," says Phair. "The recession and the internet have brought discount shopping to the forefront, plus online shopping is now a chic and convenient experience.
"At The Outnet, we keep our brands, product editing, merchandising, editorial and customer service to the same standards as retailers in the full-price world. What's more, in a crowded fashion arena, celebrities are adopting more of a ‘mix and match' attitude and wearing vintage with high fashion in order to stand out. This has impacted the consumer and made her more receptive to buying previous season's fashion."
Phair answers some of the most commonly asked questions about style.
What are your top tips for shopping from previous seasons' collections and discount fashion?
Start creating outfits in your mind so that you can make sure an item will work with the rest of your wardrobe. Another way is to decide what you want - such as a bag - but be flexible when it comes to the brand or style. You might be surprised to discover a label you hadn't heard of. If you're shopping online, make sure you register to be emailed about new arrivals.
What is the best time for a real bargain?
The Outnet boasts year-round discounts. Otherwise, I recommend getting to know the sales period in different fashion nodes in the world and plan a little trip or go online. For example, in the United States, the beginning of the holiday shopping season for offline retailers starts on the Friday following Thanksgiving, whereas online retailers offer site-wide discounts and other perks like free shipping on the Monday after Thanksgiving. In Europe, the sales start in January. Even though they are called the January sales in the UK, it is worth noting that these sales actually begin in earnest on December 26. It's also worth popping back to these stores about a month after they go on sale as this is when there are further mark downs or they might even be hosting a clearance.
What are the key events at The Outnet this season?
StyleCred, our iPhone app, launched earlier this year and received great response across the region. It allows users to create and share looks with friends and earn £20 (about Dh120) store credit. We now update our stock three times a week - every Monday, Tuesday and Thursday - so our customers always have something fabulous to choose from. We've got sales featuring Marni and Vionnet coming soon. Our buyers scour the world to bring under-the-radar labels to our customers as well. Anyone who loves Rick Owens will love Complex Geometries by Canadian designer Clayton Evans, which will be available at The Outnet from July.
Classic pieces are an easy buy but how do we buy the trendier pieces correctly?
The key is to cover your bases first with classics such as a blazer, a great pair of pants, a little black dress and a pair of pumps. These are pieces to keep, so you can spend more money on them. Once you have the classics in place, you can buy trendier pieces to match, and to wear with them. I find the easiest way to tap into the trend is with accessories such as costume jewellery, a handbag, a belt or scarf. Blouses are great too because they are so versatile. This season buy them in the brightest colour you can find and wear them with white.
How do you shop for old season's collections without looking outdated?
It's all about where you shop. Look for places that highlight trends and show you how to put together your outfit.
What trends is The Outnet backing this season?
The good news is that fashion trends always come full circle. At The Outnet, we edit our offerings so that our customers can effortlessly find previous season's pieces that tap into current trends. The Seventies are enjoying a revival so we have lots of fabulous flared and high-waisted wide-leg jeans available, as well as below-the-knee skirts, maxi dresses, silk blouses and stacked heels. Colour blocking is another key trend still, which we are backing and pulling together with lots of metallic accessories.
Key pieces a woman should never part with?
A designer's signature piece. Hold on to your Burberry trench, Oscar de la Renta gown or your Balmain blazer.
What 2010 trends are still relevant for 2011?
Minimalism is still around and a pair of crisp, tailored trousers is a key piece to hang on to. Camel is important but you should also invest in white - the shade for 2011. Lace is still a big trend for 2011 although this time around it is bright and colourful whereas for 2010 it was a darker, more gothic take.
Colour is still very much around, in fact more so than ever for 2011. A splash of colour will update your wardrobe instantly - a pop bright accessory such as a bag or shoe is an easy way to adopt the trend.
I would definitely stash the feminine Fifties styles that were around for 2010 but keep leopard print, military styles and leather as these have been assimilated into everyone's everyday wardrobe. Key pieces to invest in include a pair of kick-flare jeans, a silk blouse and wedges - it's all about the Seventies!
Who is the typical The Outnet customer?
She's fashion-savvy and enjoys mixing and matching current season with previous season or vintage. She keeps up with the latest trends, but likes guidance on outfitting to ensure her look is always relevant. She is searching for good value, too.
Who are the most popular designers amongst your Middle East clients?
For clothes it's Balmain and Emilio Pucci. When it comes to shoes, it's always Christian Louboutin.
