Being seen as a highly visible and trusted New Zealand brand on the internet is crucial for fashion label shelley d.
Although the Auckland-based company sells its designer range through a pop-up store in the city and nationally through retailers, its online shop is a major component of the business.
But there were other compelling reasons for shelley d to develop its website. “Having the website is really important for a company such as mine, which is very visually orientated,” says founder Shelley Dunn. “The website sort of sets the brand, the language of the brand and who we are.”
The company, which also sells to overseas customers, started with a .com domain but decided to drop it to concentrate on the New Zealand market. “We thought the .nz domain made us trustworthy and people could identify with us,” she says. “And I don’t think there’s any limitation on who can find you.”