SA’s fashion now online

30 July 2007

A forward thinking company has launched a website that provides both established and up-and-coming fashion designers a platform to showcase their clothing and accessories in a virtual shop, the first of its kind in South Africa.

With limited access to fashion shows and soaring rentals being a stumbling block for most young designers, Adam & Eve gives them a possible solution to their problems.

“Apart from being an excellent place to shop, is giving the rising fashion stars of South Africa a head start”, says Adam & Eve director Frankie Fleck in a statement on Wednesday.

The company states that by having an online presence, South African brands will also be available to customers both locally and worldwide.

While living in the UK, Fleck first came up for the idea of an online shopping portal in South Africa, which would give users who are either too busy to shop or living in remote parts of the country access to fashion.

“I believe that our virtual shop could be a springboard for a lot of the rising talent we have here in South Africa within the fashion industry and by giving these designers the opportunity to share an online portal with the likes of Levis, Puma, Rosenwerth, Kluk CGCT, Black Coffee and Maya Prass, they are certainly going to benefit”, Fleck states.

Other notable South African brands available through the website include Spilhaus (Swarovski), Black Coffee, Stiaan Louw, Chica-Loca and Mandy G.

The company states that while many South Africans have been reluctant to spend money online in the past, increased security measures and more rigorous credit card procedures have created a newfound confidence in local online shoppers.

“Together with the convenience of desktop shopping, sizing guides and an easy returns policy, this already booming business is set to dramatically alter the way fashion is displayed and sold,” Adam & Eve states. reporter

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