Rising internet sales take Idiom online

Over the past three years high street retailers have found it tough as consumers reduced spending.
During that time Idiom has been operating its fashion boutique in Tauranga's Mid-City Mall and then upstairs in Devonport Rd.
Now, owners Chris and Rachelle Duffy - who offer an eclectic range of clothing, accessories and collectables - are closing their store and going totally online.
After establishing their website two years ago, online sales make up 70 per cent of the business. In the past year, sales have increased 244 per cent online and the inter-active website is receiving more than 1000 hits a week, mainly from around New Zealand and in Australia.
"It made sense to go full out online. We've added our own personality to the website which the customers appreciate. They see the authenticity behind the Idiom brand," said Chris.
He said trading in the store had been challenging over the past three years. "We opened at the start of the recession and we've only known it to be challenging.
"It's not hard for us to step out of that space. We want to do some different things with the website and that's where we see the future growth," he said.
"We are really excited about it. We can branch outside the local area and tap into a wider customer base," he said.
The Idiom store closes on Easter Saturday and the Duffys will then operate the business from their home studio in Mount Maunganui.
The Duffys have created an interesting mix of retail - from quality second-hand clothing to latest streetwear and high-end fashion.
They have matched their own popular Idiom Vintage range with emerging design labels such as Julian Danger, WeSC, Riddle Me This, Hearts Like Ours, and Chaos & Harmony (for women's shoes).
"We've built a community of diverse interests by selecting clothing brands from individuals and groups that push the boundaries with their creative designs," said Chris.
Idiom's offering includes a range of books and magazines from art and design to photography and pop culture. But above all, Idiom's Vintage range of clothing and decor, producing 70 per cent of present turnover, is the raging success.
Rachelle, who works part-time as a receptionist for law firm Holland Beckett, and her mother visit op shops, garage sales and markets for the best buys.
"They do a fair bit of hunting around for good product that is relevant to fashion today, and there are some gold mines out there," said Chris. "The styles of the past are being rehashed today - leather jackets, women's suits, dresses, and trench coats will be big again this winter."
Last month the Duffys went on a Vintage buying trip in Melbourne, visiting the op shops and underground markets, and back in New Zealand they will travel north hitting rural towns such as Paeroa, Ngatea and Warkworth. Mount Maunganui-born Rachelle, formerly in marketing for Overland Footwear and O'Neill Wetsuits, and graphic design graduate Chris, from Auckland, are wasting little time in promotion and utilising the latest social networking trends.
They will still have some street presence by organising week-long "pop up" displays in empty shop space, in places such as Auckland and Melbourne, promoting their website as well as the product.
Idiom has also erected a large billboard in Auckland's Mt Eden Rd. It has an antique guilded frame, a beach painting and the website written in black across it.
The highly-visible billboard has attracted 40 per cent of the traffic on the website.
Idiom also uses Facebook, Twitter and Tumblr, with more than 4000 friends, and they have established their own My Boutique network on the Idiom website.
Suppliers wanting to move end of season stock, and aspiring designers such as One Luv, Katie-Maree Cole, Das Monk and Lovesick (shoes) can display and sell their product through My Boutique, and Idiom takes a commission on sales.
"It gives them (designers) the opportunity of exposing their designs through the social network and tapping into our database for newsletters, and at the same we can provide a broader of product," said Chris.
Idiom is relaunching its website in two months to make it even more user friendly and compatible.
"I don't think online sales will overtake high street shopping," said Chris, "but for us we are able to approach retail differently and create a niche."
See www.idiomboutique.co.nz