The Online Retail Space Is Moving Faster Than Brands Can Keep Up

SHARE
THIS


What best describes you?

Online retail is continually evolving within the Australian market, consumers are demanding more from brands than every before. The co-founder of fashion store The Daily Edited Alyce Tran discusses the future of online retail, the importance of social media and how the fashion store stands out.

Tran, who originates from Adelaide where she attended law school at the University of Adelaide, established The Daily Edited (TDE) with her co-founder Tania Liu. The online store sells customised leather accessories including clutches, bags, wallets and notebooks. The Daily Edited is sold exclusively online and each design is done on a limited run to ensure exclusivity to customers.

Alyce Tran

Alyce Tran

How important is social media for The Daily Edited?

Social media platforms are definitely how we started and grew our business to the form you see it in today. Social media is free and was a great way to share ideas, product images, styles and engage with our customers and fans. It is a great tool for us to use to showcase new products, special promotions and our ideas.

The Daily Edited originally started as an online blog, did this give the brand an advantage?

This wasn’t our intention or part of a greater strategic plan. However, the blog did help us hone our ideas and work on our aesthetic and style. The blog created depth to our social media, previously we had tied social media posts back to our blog posts containing more content.

What have you discovered in the past 18 months about the online retail business?

You have to move really quickly, things change every day, once you’ve worked out how to do something, the process changes or people have already moved onto something else.

Has your opinion on online retailing changed from when you began to now?

I think already the industry has changed so much in the last two years, service offerings have really ramped up, for example we have to offer three hour delivery and next day delivery (it’s basically a given rather than an additional extra). User interfaces are a lot more sophisticated and we are really excited about launching a new site with a lot more functionality tailored to our customers.

What is the future of online retail?

I think we need to get to a stage where there are no surprises for the customer, customers are buying from websites where imagery is so well presented that there is no surprise as to colour, fit, shape when they receive their product. Also, it would be great to live in a world where customers know exactly when their order is arriving down to the minute.

How do you differentiate the brand within a big market?

We are all about being attainable, quality and unique. Perhaps we are the triple threat, there are definitely brands that are creating quality and unique accessories however most of the time they aren’t attainable. I think we also fulfill certain niches in a range of product categories, such as travel and stationery.

If you want to hear more from Alyce Tran, she’s presenting at Online Retailer Conference in Melbourne on the 16th-17th March. Click here for more details. Tran will be discussing how likes, tweets and pins can help lift your game; the rise of Instagram and Pinterest and how to accelerate growth and conversion rate with social media.

Please login with linkedin to comment

Latest News

“Next Year Will Be The AI Moment Of Truth For Brands”: Quantcast ANZ MD Andrew Double
  • Advertising
  • Marketing
  • Technology

“Next Year Will Be The AI Moment Of Truth For Brands”: Quantcast ANZ MD Andrew Double

The rise of artificial intelligence, the future of video advertising and why 100 per cent viewability is not all it’s cracked up to be – these were just some of the topics covered during B&T‘s recent catch-up with Quantcast’s managing director for Australia and New Zealand, Andrew Double. It’s turned out to have been quite a busy year for Quantcast. What would you […]

by B&T Magazine

B&T Magazine
Indy Agency March One Creates ‘STOP Kit’ To Engage More Aussies On White Ribbon Day
  • Advertising
  • Campaigns

Indy Agency March One Creates ‘STOP Kit’ To Engage More Aussies On White Ribbon Day

This year’s White Ribbon Day helped end the hesitation around intervening in acts of violence against women, engaging three times more Australians than ever before, thanks to independent agency March One.  The agency was briefed to refresh the current White Ribbon Day creative. After consulting with White Ribbon ambassadors, contacts across policy and frontline services and the […]

Chisholm Urges Aussies To ‘Chase Your Calling’ In Fresh TVC By DPR&Co
  • Advertising
  • Campaigns

Chisholm Urges Aussies To ‘Chase Your Calling’ In Fresh TVC By DPR&Co

Hot on the heels of the outdoor, digital and radio campaign launch, Chisholm will release its flagship ‘Chase Your Calling’ campaign in cinema and TV this weekend. The campaign, developed in conjunction with creative agency DPR&Co, continues the ‘Chase Your Calling’ theme via a high-energy chase sequence with a stunning twist at the end. Chisholm […]

The Advertising ID Consortium Welcomes New Platform Partners
  • Advertising

The Advertising ID Consortium Welcomes New Platform Partners

The Advertising ID Consortium – the open identity solution for the digital advertising ecosystem – has announced new platform partners. Since the Consortium’s announcement in May 2017, the founding members have established a governance framework and product specification that includes an open and standardised cookie and accessible people-based identifiers, delivered in a secure, privacy conscious […]

Marketing Melodies Partners With Spotify-Backed Soundtrack Your Brand
  • Marketing

Marketing Melodies Partners With Spotify-Backed Soundtrack Your Brand

Australian in-store music provider Marketing Melodies has announced an exclusive reseller agreement with Spotify-backed Soundtrack Your Brand for the Australia and New Zealand markets. Founded in Sweden in 2013, Soundtrack Your Brand was developed to kill bad background music. Its flagship solution, Soundtrack Business, is a music streaming platform licensed for commercial and public spaces. The […]

Social Garden Becomes First Bronze Snapchat Certified Partner In Australia
  • Advertising
  • Marketing

Social Garden Becomes First Bronze Snapchat Certified Partner In Australia

Customer acquisition firm Social Garden has become the first business in Australia to achieve Bronze status on Snapchat. Among the new benefits Social Garden will receive as a result of its Bronze status is access to beta versions of Snapchat data tools, such as the Snapchat Conversion Pixel, as well as being among the first […]

Hypetap Appoints Nuffnang’s Chris Morfis As GM
  • Marketing

Hypetap Appoints Nuffnang’s Chris Morfis As GM

Influencer marketing player Hypetap has made its second senior hire in less than a month, appointing Chris Morfis as the company’s general manager. Joining from influencer marketing provider Nuffnang Australia, Morfis will guide Hypetap’s growing team, providing strategic direction to accelerate the company’s growth, as well as leading operations and managing relationships with key partners. Morfis’ appointment will […]

On Air sign in a studio broadcasting via radio, podcast or wireless transmission.
  • Media

ARN Announces Departure Of Content Director & Radio Veteran

Australian Radio Network (ARN) has announced that Charlie Fox, content Director for WSFM and The Edge, and WSFM morning announcer Ron E Sparks, have departed. Fox has been with ARN since 2005, and Sparks joined WSFM in 2002. ARN national content director Duncan Campbell said the departure of Fox and Sparks are part of the […]

OMD Announces New MD For Melbourne
  • Media

OMD Announces New MD For Melbourne

OMD unveils new Melbourne MD, and it certainly wasn't among any of B&T's picks. Not that we were picking, mind you.

Sydney Festival Chooses Brightcove To Enhance Online Video Content
  • Media

Sydney Festival Chooses Brightcove To Enhance Online Video Content

Video cloud service Brightcove has announced that Sydney Festival has selected the platform to improve its user experience through online video content. Brightcove will do so by removing third-party branding and pre-roll ads, as well as adding autoplay functionality, ahead of the event in January. Leveraging the Brightcove video platform to host and publish video […]

Does Your Christmas Marketing Suck?
  • Opinion

Does Your Christmas Marketing Suck?

Remember the old Palmolive soap ad that asked, "Don't wait to be told"? This is sort of similar, albeit sans any suds.

Opinion

by Peter Harris

Peter Harris
Queensland Anti-Porn Crusaders Cop Ad Ban
  • Campaigns

Queensland Anti-Porn Crusaders Cop Ad Ban

We have a strident anti-pornography policy at B&T. Earphones must be worn at all times and strictly no little people.

by B&T Magazine

B&T Magazine
Nature’s Way Celebrates Big Things Little People Do In UCG Videos Via Wavemaker & Storyful
  • Advertising
  • Campaigns
  • Marketing

Nature’s Way Celebrates Big Things Little People Do In UCG Videos Via Wavemaker & Storyful

Health and wellbeing company Nature’s Way is celebrating the achievements of kids in a series of relatable and entertaining online videos that tug at the heart strings of parents. Instead of using actors to tell the brand story of Nature’s Way’s Kids Smart supplement range, Storyful has helped Wavemaker to license user-generated content clips of […]

DEC PR Wins Hisense Account
  • Marketing

DEC PR Wins Hisense Account

Electronics and whitegoods specialist Hisense has announced it has appointed DEC PR to lead its strategic communications remit in the local market, following a competitive tender process. DEC PR will work to support its brand building activities and managing corporate communications. The agency’s work will integrate closely with Hisense’s other marketing partners. Andre Iannuzzi, marketing […]