FAWN TALKS: FAY NWOKOBIA
In the build up towards Melbourne Spring Fashion Week we chatted with Fay Nwokobia, Head of my-wardrobe.com Asia Pacific, who will be speaking with fellow fashion experts at the industry event ‘The Plenary – Fashion Today: The Good, The Bad…’ on 3rd September at Melbourne Town Hall.
At nine in the morning with a long line of meetings ahead of her, Fay gave us an insight into the world of my-wardrobe.com and leading the Australian team.
Q: I understand my-wardrobe.com was launched in 2006, when did you join the company?
A: I started consulting in 2011 but actually joined full-time in November 2012.
Q: Tell us about your role with my-wardrobe.com. If there is an average day, what does it entail?
A: My role as Head of Asia Pacific, basically I am responsible for all aspects of the business over in the Asia Pacific region. So, my primary focus is Australia and I am Sydney based. I take care of the business here so I guess the main things that I’m looking at are customer acquisition and retention, looking a lot at the PR and marketing side of things and looking, quite specifically, at social media. We do a lot of localising of our site, even though we are a global retailer, we do tend to try and do things that fit the market here.
So a typical day, you’re right there isn’t a typical day…for example, today I’ll go and meet with the PR team, they’re located in Alexandria… I’ll travel from my home office in Bondi to there. Every day I have different meetings with all sorts of partners; so one part of my role is strategic partnership. We work with other brands that are also luxury and in the same space and target and the same demographic. Often I have events, last week I spoke at Ragtrader Live, then in a couple of weeks’ time I’m going over to Melbourne Spring Fashion Week, then I go straight from there to New Zealand Fashion Week. There isn’t a typical day really and that’s what I love about it. It is an exciting job.
Q: You’re responsible for sustaining the growth of my-wardrobe.com and increasing market share, how do you do this?
A: I think really, being on top of what’s going on with your customers, because initially the growth started very much organically… on the back of that organic growth we developed a more targeted strategy around social media and partnerships. I’m trying to ensure that we look at our local market, what people here want.
Q: What does my-wardrobe.com offer that is different to other online shopping outlets?
A: I think what we offer, in terms of point of difference, is we’re more luxury, and yes there are a few more luxury sites but if you compare us to some of our key competitors, I think what we provide is a much more edited down version of what people can look for. So it’s very much a curated edit and the focus is now very much on investment pieces – it’s about long term buying.
Q: What are some of your favourite trends at the moment?
A: I’m absolutely loving monochrome, very black and white and some of the mannish tailoring because I think it’s very classic. Designers on the site that I’m excited about: Elena Ghisellini, she just dropped spring and was the accessories designer for Givenchy, and Neil Barrett is a UK designer, his stuff is just beautifully crafted, gorgeous coats and knitwear that you know in 10 years’ time you’d still be pulling out of your wardrobe.
Words by Natalie Claire King