Fashionistette.com Caters Beyond Calif. Borders
Sausalito, Calif.–based burgeoning e-tail shop Fashionistette.com (www.shopfashionistette.com) is steadily building a following that surpasses beyond California’s borders.
Launched in October 2009 by a retail veteran, Fashionistette.com offers a selection of casual, chic fashion that is current and affordable. Fashionistette.com carries West Coast–friendly brands such as Rory Beca, Nation Ltd., Gypsy 05, Black Halo, Kova & T and Cynthia Vincent as well as denim labels Rich & Skinny, Rock & Republic and Genetic Denim.
“I decided to go online because it is so exciting to reach more people,” owner Pamela Sukeforth said. “The growth of bloggers, social media and online fashion communities has allowed me to market my business online.”
Sukeforth’s buying process has been similar to her bricks-and-mortar methods. “You need a variety and look for the best pieces,” Sukeforth said.
Fashionistette.com’s bestsellers include Rory Beca silk dresses, Nation Ltd. burnout tees, and Cynthia Vincent dresses and footwear. Retail price points range from $75 to $125 for tops and $100 to $350 for dresses, according to Sukeforth.
Sukeforth has 20-plus years of retail-industry experience, working for companies such as Macy’s. Some of the hurdles the web newbie encountered in her new gig involved finding the right marketing, keyword-search terms and search-engine optimization. But Sukeforth said she enjoys the freedom of online and being able to change the site as often as she likes. Sukeforth is now focusing on her marketing efforts and working with the local fashion community of designers and bloggers.
Fashionistette.com has run giveaways with blue-jeans blog Denimology. Fashionistette.com also showed at a recent event hosted by nonprofit organization San Francisco Fashion and Merchants Alliance.—Connie Cho
