Alicia Redman talks about the inspiration behind thestylingroom.co.nz…
1.Tell us about your label/website:
The Styling Room came to fruition about two years ago through a noticeable gap in the online market, we wanted to focus on making new and emerging NZ and Australian clothing designers/labels accessible to customers online. We also wanted to take the fear factor away from purchasing online by providing great customer service and an easy returns policy.
2. How, why and when did you get involved in the fashion industry.
I became involved in the fashion industry purely through establishing my online business, I was lucky enough to have some great contacts who already worked in the industry and they were able to guide me in the right direction. Needless to say I have learnt a great deal over the few years but am always grateful for advice.
3. What do you love about working in the fashion industry on a day to day basis?
What I personally love about my business is hearing the positive feedback from customers both online and in store. It is great to see/hear that people are happy with their purchases, it means that I must be doing my job right!
4. What is the downside to working in the fashion industry?
I havent really found any downsides more the apprehension that you are making the right choices for your customers when you are buying new garments each season and offering something new so that you maintain your point of difference.
5. Who are your favourite designers and who or what are your influences
As I mostly focus on new and emerging designers for my store and website I would have to say that Jenny Drury from Ketz-ke has a great influence on my business as her ranges keep my customers happy every season and she is always coming up with pieces that are just a bit different. My best find this season has to be Kelly Coe from Augustine International her clothes are divine and they are fast becoming one of my best selling collections.
6. How would you describe your range for the coming season?
For this upcoming summer season there is definitely some great colourful pieces around which is fantastic to see after winter. A lot of aubergine and coral, the whole collection definitely has a very feminine feel about it with frill detail on tops and dresses.
7. What are your plans for the future?
I have just opened a retail store in St Heliers in Auckland which has been going really well and with an imminent move to rural Auckland this month I am also looking at opportunities there. The website will continue to grow and make affordable fashion available to those who enjoy the convenience or who may live rurally.
8. What items can you not live with out
My Lennox tees I have two small children so outside of work hours I am back to jeans and my Lennox tees, I almost have one for every day of the week!