Newcomer sets online trend

Launched in September last year, the creators behind the label believe it has the ingredients to emulate the online success of overseas brands such as Jigsaw and Anthropologie, and local brands like Abigail Betz's iFashion and Colleen Eitzen but with an innovative twist.

Choice design

The site has a key differentiating factor it draws customers into the actual creation of their garments. "In the social networking world of today, we believe that people need to be part of the design process," say Ruth Cocks and Clare Dippenaar.

Cocks says her boutique encourages customers to provide comment and input into the designs.

"Ultimately, this should result in a win-win for customers and the brand since it helps us design exactly what our customers want and buy more accurately in terms of fabric preferences, styles and sizing."

Cocks knows these fashion intricacies well. She started out in the clothing industry about 15 years ago with Ninian & Lester, a Durban-based clothing and textile manufacturer.

Then the company's clients included national chains Mr Price, Miladys and Game, for which Cocks was responsible. Other clients included the Edgars group of stores, such as Edgars, Jet, Sales House, Woolworths, Foschini and Truworths.

It was at Ninian & Lester that Cocks worked with her business partner, Dippenaar, in its outerwear division.

Softwear

Dippenaar has spent the past 10 years with the thriving Nicci Boutique, where she was responsible for its successful designs and production. The designs for www.ruthanne.com focus on "softwear", clothing which is equally suitable for the office or home, depending on the styling.

"Our garments are purposely designed to allow a woman to embrace her femininity, both at home and the workplace.

Our line celebrates the essence of being a woman. We want a woman to experience ease and comfort while expressing her personality by combining different textures to enhance each garment," Dippenaar says.

Both women agree the essence of www.ruthanne.com's designs centre on three key elements: fabric, fit and inspired design.

Story of fabric

The team developed five "stories" for summer, with another four underway for winter. For example, the fiesta story is a collection of bright summery tops made from apple green, cobalt blue and sea green hammered knit silky fabric.

"Using local fabric is important, but we're also importing from Europe.

The importance of making the right choices around fabrics has been affirmed, particularly in our Delft summer story, which is made up of a trendy silk-lined boobtube dress, lined with acetate and a V-neck silk blouse, with cap sleeves made from 100% silk crinkle fabric."

Cocks points to her black and white diffusion spot story, which is a commissioned print on a soft, slinky knit fabric that drapes well. Garments in this story include a tunic, camisole, leggings, cardi and dress.

Both the diffusion spot and Delft stories have been highly popular. "Our designs are very much in tune with what's happening both locally and abroad. We have made them more relevant by adapting them to our unique weather and lifestyle conditions by using layering.

The response has been good with customers loving the feel of the fabric and the ease at which they can toss garments into a bag and fly across the country and slip them on crease free," explains Cocks.

The dove grey cocktail story shows "how we love to play with textures, mixing viscose knits with chiffon and trendy sparkling corded trim. Our colour choice lent to a highly sophisticated garment".

The story's camisole is a versatile evening top that can be worn with jeans or black pants, depending on the occasion.

Online convenience

She says that using the web as the label's "store" allows for a high level of convenience and interactivity and has considerably lowered the barriers to entry for the venture.

One client related the story that she had made the order from her desk at lunchtime in Johannesburg and received her Fedex parcel on her desk the following morning.

Garments can be viewed and paid for by using a credit card or electronic funds transfer through the website. Transactions are secured with Paygate, a secure ecommerce processing system.

"We offer 24-hour delivery countrywide to major centres and customers can track items," Cocks says, adding that delivery and return is free until the end of May.

Open days

Cocks has held several open days with clients throughout the country to introduce the garments first hand to clients. The next open day is to be held in Durban on 7 April 2010.

Another is expected to follow in Cape Town.

Source: Sapa