California Apparel News

Torrance, Calif.–based e-tail site Plum for Polly (www.plumforpollyapparel.com) aims to become an online destination point for shoppers to satisfy their need for on-trend, contemporary fashion.

“The main goal was to bring a lot of different great brands together in one site and to offer a lot of unique things that you might not see anywhere else, like our selection of shoes and accessories,” said owner Emilie Fuji. Prior to launching the site in July 2010, Fuji was a teacher with past experience in retail.

Plum for Polly carries lines that exude the casual California lifestyle, such as Alternative Apparel, Wildfox Couture, Hurley, Joyrich, Mink Pink, Jeffrey Campbell, Seychelles and Local Celebrity. Most pieces are retail priced between $90 and $200.

The site is also home to up-and-coming lines Audrey, a Korean brand based in downtown L.A. with a cult following, and Charlie Jade, a line of girly silk dresses launched by a California native.

Fuji said she enjoys seeing how the popularity of a brand, such as Jeffrey Campbell, spreads by word of mouth thanks to the Internet.

To that end, Fuji recognizes the importance of social networking. “Using social networking and blogging is the best way to reach new customers without paying for advertising space,” Fuji said. “I have especially been impressed with how easy it is to successfully promote an e-shop using Twitter. It is really beneficial to the site because you can reach so many, so quickly and easily. It’s a great way to spread information about new product, trends and sales.”

Fuji said the Plum for Polly shopper is “a girl who is looking for something unique, something fun and something in [her] budget.”

Plum for Polly is on track for growth with order amounts increasing daily, according to Fuji. Fuji plans to continue to add more brands to the site.

A bricks-and-mortar store would be an exciting endeavor, said Fuji, but the e-tail shop owner said she is enjoying the ease and ability of reaching a worldwide audience online.—Connie Cho