Online Fashion 100, in the words of Leon Bailey-Green, is:

a collection of inspirational, interesting and influential people in the online fashion industry

Just some of the names and brands that are on the list include:

• MIRIAM LAHAGE of Koodos.com
• NATALIE MASSENET of Net-A-Porter and theOutnet.com
• ANDREW CURRAN & SARAH CURRAN of My-Wardrobe.com
• DAN WAGNER of Venda and OSOYOU.com
• NICK ROBERTSON & HASH LADHA of ASOS
• ROB JONES of Harvey Nichols
• DAVID WALMSLEY of John Lewis
• RICHARD BRASHER of Tesco
• NANCY CRUICKSHANK of http://www.videojug.com/ and TMG
• JULIA REYNOLDS of Figleaves.com

Download a pdf of the complete Online Fashion 100 rundown

It’s safe to say that the event should have a real buzz about it and I’m looking forward to meeting up with some of the Online Fashion 100 select plus other movers and shakers in the fashion retail business.

How much focus do the retailers place on a good user experience?

Following my recent usability and benchmarking article on Econsultancy I’ve published another article looking at some of the pureplay and high street fashion retailers when it comes to key areas of the online customer experience and usability best practice.

Pureplay fashion brands that feature include ASOS, my-wardrobe, Net-a-porter, Koodos and The Outnet.

High street fashion brands that feature include Harvey Nichols, Miss Selfridge, Topshop, Next and New Look.

Take a look at the article and feel free to get in touch if you would like more information.

Richard has certainly ‘done his time in retail’ as he’s worked his way up from his retail position in Great Yarmouth all the way through to becoming the Chief Executive Officer at leading fashion retail company River Island. At River Island Richard is responsible for the growth and expenditure of the continued success of the multi million pound turn-over that the top high street retailer secures.

It was a Q&A style evening, attended by around 90 people, where Richard talked very openly about his background, the River Island story and how it was originally born from the Chelsea Girl brand, the growth and importance of online for River Island, along with a range of questions from the floor, including a couple from me.

Questions ranged from what advice Richard would give to aspiring fashion designers (including a group from Manchester Met that I was sat with), how can new supplier’s best get their foot in the door and compete against supplier’s in the far east and eastern Europe, along with me asking about the their online operation.

My 2 questions where:

PR: You have mentioned about how successful your e-commerce site is for River Island. Can you provide some insights into what growth you have seen over the last 2 years with online, and what % of sales come through this channel compared to the high street?

In response Richard replied:

RB: Online is hugely significant for our business and is growing constantly, although I can’t share more than that! We have won awards for our website and we are currently on the 3rd generation.

PR: Your website is flash based, which is almost exclusive in the online retail sector. Is this an intended differentiator for your business (Richard had earlier talked about some of the ways River Island ‘do things differently’ and ‘do what works for them and their customers’), and what else can you tell us about your approach to online?

RB: We are actually in the process of moving away from our current flash based retail site. This evolvement has taken longer than we had anticipated although we are due to launch our new site later this year.

Later in the evening after the official Q&A’s had finished I grabbed a few more minutes with Richard, (who I must say is one of the most down to earth CEO’s I have had the pleasure of speaking to!) where I asked a few more questions regarding their e-commerce operation and the strategy for moving onto a much more trackable, personalised and best practice driven e-commerce operation.

Without disclosing too much here Richard shared some really interesting insights, and I’ll be watching with interest to see how 2009 shapes up for River Island business, in what is extremely challenging market conditions.