in Wimbledon, a quarterly
magazine and exclusive
events at No.23, the private
shopping townhouse in
Marylebone for VIP
clients worldwide.
This all rests, of course,
on a strong product
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more than 400 of the best
established and emerging
luxury brands across
the globe. The 23-strong
buying team prides itself
on unearthing newness,
itself to a digital media
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brand partners to help
them reach a wider global
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an order every 15 seconds,
shipping to 176 countries.
The top 10 per cent of
loyal customers shop nine
times a year.
“For me, everything is
about customer retention,”
says Tom. “It’s about
the lifetime value of the
customer. Yes, it’s about
orders – we’re constantly
the AOV [average order
value], such as through
good recommendations of
product, bringing things
together, styling – but it’s
also about retention. We have a very high retention
rate, about 65 per cent, which is very high for an
e-commerce business, but I’m losing 35 per cent of my
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that 35 per cent? If we don’t have a 100 per cent
retention rate, I’m not happy. Because, actually, we’re
growing at 50 or 60 per cent at the moment, but if we
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com this year, a smart strategy considering recent
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puts online sales as having increased nearly 20-fold from
2003 through 2016, to the current level of $28 billion (orNEED TO KNOW
eight per cent of the total
$360 billion), especially strong
considering the current period
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normal” for the rest of the luxury
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below three per cent. The clever
businesses are the ones that will
be able to convert traditional
luxury customers into online
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“[MatchesFashion.com] is
always going to be mainly
a direct digital business but the
reality is, how do we bring that
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we start to give the customer
the opportunity to interact with
us physically?” For Tom, data is
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business – my wife is far more
design-focused – but, for me,
that’s what’s so exciting about
this opportunity to learn how
you can target your customer in
a more intelligent way. The
danger is we don’t want to put
you into a bubble; we’ve got to
throw you curveballs, things
you don’t expect.”
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experience Tom and Ruth have been creating since the
very early days of the Wimbledon Village store. “We
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there’s always a way.NEW, NOW, NEXT...
With a knack for unearthing fresh new talent,
MatchesFashion.com has the goods when
it comes to your next label to loveFOR THE ADVENTUROUS
Bright colour and cool shapes define
Sies Marjan, the label from Dutch designer
Sander Lak that debuted at NYFW in 2016.
Think spontaneously draped silk, smooth
satin finishes, functional cargo pockets and
asymmetric hemlines with a sporty sensibility.FOR THE URBAN DWELLER
Those who have been pinching pieces
from London-based designer Martine
Rose’s menswear line will be thrilled to
know she’s launched womenswear with
logo print tees, utility bombers, roomy
wide-leg trousers and super-oversized
striped cotton shirting that you’ll have to
keep on lockdown when your SO’s about.FOR THE MINIMALIST
Launched just last year, New York
label Khaite might deal in simplicity,
but it’s in no way basic. Founder and
creative director Catherine Holstein
serves up quality cashmere, elevated
denim and streamlined dresses that
mix ’90s ease with chic modernity,
winning fans such as Lily Aldridge.ELLE.COM.AU / @ELLEAUS 43
Words: Genevra Leek. Photography: Raey courtesy of MatchesFashion.com; Getty Images; Jason Lloyd-Evans