Fashion Initiative recently sat down with online sensation, Kath Purkis. The petite slender redhead founded one of Australia’s first e-commerce platforms, Le Black Book at the tender age of 21, in 2007. In just over 5 years, Le Black Book has grown to a strong international customer base with followers all over the world.
Now 27, Purkis has co-founded innovative fashion subscription start-up Her Fashion Box which brings women a monthly fashion & beauty experience. Purkis has applied her passion for start-up, technology and love of fashion to bring women across Australia a unique way to experience both fashion & beauty.
Tell me how the business began and what were your goals for Her Fashion Box? Her Fashion Box was born from a dream to deliver a monthly fashion & beauty experience to women all over Australia. After seeing the sub-comm business model evolve in the US market, I looked into how I could create a fashion related business model. I met my co-founder Kerry via LinkedIn & after several phone calls & a relocation from Melbourne, Kerry joined the team & we started to make the magic happen at Her Fashion Box.
How does it work? Each month, Her Fashion Box sends Australian women a 2-3 on trend fashion accessories along with 3-4 leading beauty products for $39.95. We have 2 trends to choose from either classic, feminine & trendy so all the boxes are different.
You have also combined Her Fashion Box with a mini magazine each month which has strong editorial of fashion, is this driving sales to Le Black Book in conjunction with Her Fashion Box? We produce a mini magazine showing our subscribers how to wear the Her Fashion Box accessories, how to use the beauty products & what we have coming up at Her Fashion Box. We use some of our favourite designer pieces for the editorial styling. We haven’t yet styled with Le Black Book styles however with the latest new arrivals just landing at Le Black Book, we may start to include best sellers.
How do you get companies involved with Her Fashion Box? We make our own fashion accessories at Her Fashion Box & partner with some of the world’s best beauty & lifestyle brands. My co-founder Kerry Osborn comes from 5+ years at L’Oreal in Marketing & focuses on brand alignments & relationships.
Are each of Her Fashion Box themed and how often do they come out? Yes! We send out Her Fashion Box every month to all our subscribers. In addition to the three main trends, we ask women to fill out a style profile once they sign up. This style profile enables us to tailor boxes to skin type, beauty preferences & jewellery preferences.
Has the digital landscape changed much since you started Le Black Book? Aside from a lot more online retailers what else has changed in the online sphere of retail? The digital landscape has changed enormously. When I launched my first company, e-tail destination Le Black Book at 21 years old the space was in it’s infant stages. Online retail back in 2008 was still very new to Australian consumers comparative to international markets. The online retail space is now very saturated with market leaders & small businesses focusing on niche markets. Her Fashion Box has created it’s own new market, being the first Australian fashion subscription service to launch. We are exciting Australian women & making them a part of the Her Fashion Box community. We have two very passionate Co-founders at Her Fashion box driving the business & a community of subscribers who are passionate about fashion & beauty.
Where do you see Her Fashion Box in the long term? We have big dreams at Her Fashion Box. We already have women all over the world asking for Her Fashion Box & we plan to get to them. We are growing in Australia initially however do plan to expand into international markets & reach hundreds of thousands of women around the world. We want to excite women all over the world & bring them Christmas every month.
You can visit Her Fashion Box at www.herfashionbox.com