Thinking Outside the Box

Date: June 12, 2014
Author: admin
Posted in: Media


Online fashion e-retailer Her Fashion Box was born from a passion to bring women the latest fashion accessories, trends and advice inside a box of hand-picked beauty and lifestyle treats, delivered to their door monthly. Subscribers pay a small monthly fee of $39.95 and receive over $100 of products, which usually include two or three fashion accessories and three or four beauty items.

Co-founder and CEO Kath Purkis has just been awarded the CBA Women in Focus award for pivoting an existing business model (online retail) to subscription commerce. Kath is well acquainted with the online fashion retail landscape, having started high-end fashion e-retailer ‘Le Black Book’ over six years ago. Her Fashion Box was launched in March 2013 out of her friend’s boardroom. Just 14 months later, it is clearly enjoying the same success as its sibling with a new warehouse.

We asked Kath a few questions about Her Fashion Box, the challenges of being a young, female entrepreneur and the future of online shopping.

Is there a typical customer? Who are you targeting?

At Her Fashion Box we have have created a community of women that love fashion and beauty. We ask customers what age they are to ensure we send them products to suit their style. We have customers in the 18-30 age bracket that are very social media savvy with sharing their Her Fashion Box items and how they style each accessory. We also have mums on the go that love fashion and beauty but don’t have the time to shop every month. Her Fashion Box is the perfect surprise every month that gives an instant wardrobe update and introduces new beauty products.

What challenges have you faced as young female entrepreneurs?

I founded my first company e-tail destination Le Black Book at 21 years old so at 27 I’m now a seasoned entrepreneur with a previous successful start-up under my belt. We know what women want and are able to apply this to every Her Fashion Box we release. In Australia we have a small pocket of female entrepreneurs and I would love to see this grow over the next 10 years.

How has online shopping changed the way Australian women shop?

Women are now empowered to make shopping choices when and where they like. I have been in online retail for the past 6 years and seen significant growth and evolution locally. The next big thing after online shopping is subscription fashion, taking the convenience factor to the next level.

What do you see as the future of retail and fashion?

I see subscription fashion experiences as the next evolution of online retail. Subscriptions are an old tradition, however, the innovative and creative element of Her Fashion Box takes it to a new level. As women we are constantly being targeted by retailers to buy traditionally but having an experience and service that knows you is far more empowering. Her Fashion Box takes the guess work and time out of shopping, making life easier for women around Australia.

To sign yourself or someone else up to Her Fashion Box or to find out more, please click here.

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