INSTAGRAM GIVES VERGE GIRL SISTERS A BOOST TO TAKE FASHION WORLD BY STORM
22 September 2017, Written by Yasmin Bonnell
WHEN sister duo Daniella Dionyssiou and Natalia Suesskow opened their Brisbane-based clothing boutique Verge Girl in 2007, they didn't expect in just 10 years' time their brand would be a heavy hitting e-commerce and fashion influencer.
The style savvy siblings studied fashion design together at the ages of 16 and 18, later noticing a gap in the market for youth oriented, affordable and on-trend fashion.
After opening Verge Girl stores in the CBD and West End, the girls decided to launch an e-commerce store halfway through 2013 which has since doubled its growth year on year without fail.
Dionyssiou says the company aims to set the standard for on-point affordable fashion with the site being updated with over 100 new items each week.
"We are always focused on streamlining our merchandising and developing our product mix and buying strategy to always stay ahead and provide our customers something new and exciting," she says.
"A huge part of our company values is that we aim to be a style destination, rather than a brand destination, meaning we don't just retail clothing, we sell a style and give girls fashion inspiration.
"I think that's why a lot of girls who might be able to get something from our online store and get the same thing from someone else's online store will go to our website and it will look like a different product by the way we've styled it.
"We also try to sell everything that we've styled the outfits with so customers can get everything from the earrings to the choker, top, skirt - the whole outfit."
Verge Girl's online store is driven largely by its strong social media presence. The brand has more than 256,000 loyal Instagram followers worldwide.
Due to their ability to sway trends and grow a stellar online brand with roots in social media, Daniella and Natalia are finalists in the influencer category for the 2017 Brisbane Young Entrepreneur Awards.
"Social media is our number one tool for maintaining a relationship and communicating with our customers," she says.
"I think when we started getting noticed by a lot of bigger bloggers and celebrities, that kind of thing is probably what made us skyrocket the quickest."
The go-getters are showing no signs of slowing as they plan to start wholesaling, following interest from renowned fashion retailers Topshop and Asos.
"We're just going to be focusing on our online presence and we are going to be wholesaling, we've been approached by Topshop, Asos and a few overseas brands that want to stock our Verge Girl label so that's where we're probably going to be putting a lot of our energy in the coming year," she says.
Business News Australia
Author: Yasmin Bonnell