Compared with other markets around the globe, Australian women spend more on their fashion choices, which tend to be edgier on the weekends and conservative in the workplace.

Shira Suveyke, VP of global buying for pureplay online fashion retailer the Outnet.com, told Inside Retail that Australia is Outnet’s third largest market and in the past 12 months has seen double digital growth in its customer base. To cater to this customer base the Outnet runs special sales, delivery options and product lines for Australian women.

“There are a number of things that distinguish our Australian customer from her global counterpart,” said Suveyke. “Most notably, she’s more affluent and her fashion spend exceeds that of the average customer, presenting a key opportunity for us.

“In terms of preferences, she’s interested in slightly edgier, urban brands; however, she often works in more ‘conservative’ industries which impacts her product choices. On an even more targeted level, we know our customers in Melbourne prefer layered, darker and more structural looks, whilst in Sydney she is shopping for brighter, more casual styles.”

Launched in April 2009 by the team behind Net-a-porter.com, the Outnet.com reaches over two million users a month and ships to 170 countries.

“At the Outnet.com we aim to bring the right products to our global customers. Our business operates with a ‘buy now, wear now’ mentality – so in each market we have to  curate a selection of product to appeal to the consumer mindset,” said Suveyke.