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can advertise their latest designs before these are launched in retail outlets, and can<br />
publicise such purchase points for their merchandise while compiling a personal database<br />
of regular and potential clientele.<br />
In analysing Internet presence for the three Fashion Weeks, as well as the Durban Designer<br />
Collection, it was noted that for Durban, each designer had a bio-sketch and their e-mail<br />
address was provided (if they had one). The Sanlam SA Fashion Week website provided<br />
only bio-sketches, without contact details, and the Durban Designer Collection website<br />
had bio-sketches for the participating designers including their e-mail addresses. For the<br />
Nokia Cape Town Fashion week, the website carried designers’ bio-sketches. It was noted<br />
that this was the only website that provided any website links for designers. Of the 53<br />
designers cited, only 20 had their own websites.<br />
In their paper on fashion shopping over the Internet, Miller and Muller (2001) argue that the<br />
Internet provides the designer with a 24-hour shop, seven days a week. Naturally, there<br />
are certain limitations to this channel, one being that customers cannot try on the clothing.<br />
While clothing cannot be custom-made through the Internet, pipeline technological<br />
innovation might well reverse this obstacle in the foreseeable future. For example, a recent<br />
IT development that is yet to be commercialised is the concept of individual avatars,<br />
which enable on-line consumers to try on different items of clothing in a virtual fitting room<br />
and enjoy a 3-D view of their image.<br />
South African designers are yet to embrace the Internet as an important marketing tool.<br />
Those that have done so are realising the dividends; a case in point is The Habits Fashion<br />
Store, an electronic store that complements the owner’s boutique. The virtual shop<br />
provides electronic images, detailed descriptions and pricing of the garments designed by<br />
the owner. It also allows customers to interact personally (if not in person) with the<br />
designer, which in turn creates customer loyalty and excitement, and increases the<br />
designers’ presence in the market.<br />
8.14 Private Boutiques<br />
For the purpose of this study, three owners of private boutiques were interviewed to<br />
assimilate a better understanding of their relationship with designers and their interlinked<br />
role in the clothing and textile sector. The interviews with the boutique owners reiterated<br />
that the majority of new upcoming local designers lack business skills. There was also<br />
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