Ginger & Smart is among designer labels revisioning its product assortment after COVID-19.
The business has expanded from its core ‘events dressing’ proposition, managing director Alexandra Smart confirmed.
“While dresses still drive 40% of our business, we’ve had to be a whole lot more relevant to the way our customer is dressing now and what she's looking to do in the future," she said.
“Across the board for our customer base, there's been a casualisation, whether it be work wear or even event dressing.
“So, that's really been an internal focus about how do we adopt that into the business as quickly as possible.”
The brand, which retails dresses at an average of $599, has also seen an uptake of new payment options among price savvy consumers.
“We've had the buy-now-pay-later model in the business for a while and it’s now 25% of the retail business.
“I think what it's done for us is to make our brand more accessible.
“It's a really important part of the business and I think as people transact more and more online, it's going to increase within our business model.”
The adoption of expanded digital solutions has also created new opportunities.
“We’re working really heavily now in digital showrooms," Smart explained.
“That travel piece around needing to jump on aeroplanes and get overseas and look at fabrics and see shows has definitely been completely sidelined.
“Our way of getting around that is to shoot all our products in our studio and then present them in a digital showroom and buyers are responding really well to that.”