Two Minutes With: Donielle Brooks

  • News
  • September 7, 2017
  • Courtney Devereux
Two Minutes With: Donielle Brooks

Donielle Brooks is the founder of popular ecommerce website, Designer Wardrobe. In just four years the site, which was originally a Facebook group, has transformed into a serious online fashion force where people can buy and sell second-hand designer clothes.

1) Designer Wardrobe has long been at the forefront in re-selling and renting out designer garments. What would you say is the most difficult aspect of moderating over 100,000 users and making sure your site remains reputable?

Having a small team means that we’ve had to innovate as quickly as possible to make moderation efficient. We use some really great products that integrate with our back-end to help identify photo content and keep the platform fashion-only.

2) Designer Wardrobe started as a Facebook group. How do you find a proper ecommerce site differs from the social media market, is it easier or has it proven a challenge to switch?

Facebook Groups are a fantastic community tool – however, we did need to move to a standalone platform in order to keep developing as a business, which has enabled us to offer our customers features that aren’t available via the Facebook Group (such as payment protection, email reminders and our valet service - to name a few).

 Our members have been very supportive of the transition, and because of the flexibility we are able to keep improving the platform based on user feedback - and that’s great for everyone!

 3)  You have plans to roll your site out internationally, how are you going to prepare to face a much larger market than that of New Zealand's?

Although our platform is now available in Australia - we are still very focused on our core market in New Zealand. This is great for our New Zealand members because it provides a far larger audience, meaning for sellers, an increased probability that their items will sell.

 It also benefits buyers as it grows the product range available, they are now able to purchase items they may not necessarily be able to find in New Zealand.

 The main challenge has been solving shipping issues and providing a really great experience for buyers and sellers. We have recently partnered with DHL to offer overnight trans-Tasman shipping, so this has been a really exciting recent feature.

This is a community discussion forum. Comment is free but please respect our rules:

  1. Don’t be abusive or use sweary type words
  2. Don’t break the law: libel, slander and defamatory comments are forbidden
  3. Don’t resort to name-calling, mean-spiritedness, or slagging off
  4. Don’t pretend to be someone else.

If we find you doing these things, your comments will be edited without recourse and you may be asked to go away and reconsider your actions.
We respect the right to free speech and anonymous comments. Don’t abuse the privilege.


Apple releases iPhone 8 and iPhone X

  • Technology
  • September 19, 2017
Apple releases iPhone 8 and iPhone X

The talk of the town this week was the release of the iPhone 8 and the iPhone X. The two models differ in technology aspects and in price, but has Apple's choice to release the phones around the same time hurt possible sales?

Read more
The future is bright
We spoke with four retailers in their twenties ...
Spotlight on signage
At first glance, the humble in-store sign might ...
Red Awards 2016
The Red Awards for retail interior design celebrate ...
Auckland Unitary Plan
Auckland is changing. The Unitary Plan will decide ...
Women in retail help one another. We spoke ...
All things to all people
Kiwi retailers share their omnichannel strategies.
How to open a store
Sarah Dunn considers what it would take to ...
Rising stars
Retail's top young achievers.
Delivering on your promises
The sale isn't over until your item is ...
Retail in heartland New Zealand
Retailers keep the regions pumping, but how strong ...
The changing face of retail
Shifting demographics are creating big changes in New ...
The retail yearbook
With the help of experts in the retail ...
Retail rogues
We put the spotlight on staff training. Jai ...
Here come the giants
Topshop has arrived in Auckland’s CBD, David Jones ...
From retail to e-tail
Ecommerce has become part of the way mainstream ...
Loyalty in the digital age
How are retailers maintaining loyalty? Sarah Dunn, Elly ...
Window shopping: A spotlight on social media
Sarah Dunn and Elly Strang look at how ...
The Innovators | In partnership with Spark Business
Technology is rapidly changing the retail industry as ...

Even after a hurricane, Houston retail is booming

  • Opinion
  • September 19, 2017
  • Paul Keane
Even after a hurricane, Houston retail is booming

Hurricane Harvey swept through the US city of Houston a few weeks ago, creating widespread flooding and wreaking havoc. RCG's Paul Keane happens to be visiting, and reports that for Houston retailers, it's already back to business as usual.

Read more

Inside Asics' first Kiwi concept store

Japanese sneaker company Asics has opened one of only nine concept stores worldwide in little old New Zealand.


Can we stop talking about the death of retail?

  • Opinion
  • September 18, 2017
  • Vaughan Rowsell
Can we stop talking about the death of retail?

With so many changes happening so fast lately, the retail industry has been feeling a bit apocalyptic. The founder of Vend retail software, Vaughan Rowsell, sees opportunities within the chaos.

Read more
Next page
Results for
About us.

The Register provides essential industry news and intelligence, updated daily. And the digital newsletter delivers the latest news to your inbox twice a week — for free!

©2009–2015 Tangible Media. All rights reserved.
Use of this site constitutes acceptance of our Privacy policy.

The Register

Content marketing/advertising? Email or call 09 358 7297 / 027 544 2298

View Media Kit