What started out as a Facebook page to test the waters has now turned out a successful e-store by Rekha Jhabak, a Chennai-based entrepreneur with a keen eye for fashion. the initial jump into retail happened with showcasing clothing and accessories at exhibitions. Over time, Jhabak began toying with the idea of an online store, which materialised in October 2012 as the Shop at the Wardrobe. “I wanted to see what trends the markets responded to best, and I felt the safest and most viable option was to take to the internet and start a Facebook page,” she begins. Aptly so, the age-group of her target audience probably spends most of their time on the social networking site – 20-year-old college students to 30-year-old working women. From casuals to party wear, people can choose from photos posted on the page and e-mail in their orders. “We strictly keep to trends. Right now, maxi dresses and jumpsuits are the rage, and we’re getting a lot of requests for monotone print clothing. Plus, they are economical,” offers Jhabak.
Not surprisingly, news of the store spread like fire, and conscious promotion of the brand wasn’t necessary. “For promotions, I pretty much relied on word-of-mouth, and that’s probably most instrumental in the success of an online store. thanks to Facebook, collecting feedback and getting an idea of what buyers want has become so easy,” concludes Jhabak, sharing plans for a brick and mortar presence as well.
Priced between Rs 600 and Rs 1,650 for clothing and Rs 350 onwards for accessories. Details: facebook.com/shopatthewardrobe