Tailored to fit a busy working life (From Bradford Telegraph and Argus)

Tailored to fit a busy working life

9:19am Tuesday 2nd June 2009

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Fashion-savvy businesswomen can stand out from the crowd in the corporate world with a new online wardrobe.

They say good ideas come from need, and when working mum Jane Dawson found time was in short supply when she was looking for her new working wardrobe, she hit on the idea of setting up a service helping other busy professionals in similar circumstances.

Caring for a family while climbing the career ladder is something most women do every day. Working in senior management roles for corporate companies within engineering – a one-time male-dominated industry – Jane wanted to look the part, but had little time to look.

“On my career journey, and particularly in my early 30s, children started coming along and my career was taking off and I was travelling the world. Time becomes a real issue.”

Jane’s idea grew out of frustration. She initially thought about providing an online wardrobe five years ago when she was still working in marketing and senior management.

“It is really important in the workplace that you look and feel the part.

“I did my shopping in the high street. I’d pick up something I didn’t really like but it did the job for three months.”

Four years ago, Jane bought Wakefield Acoustics, specialists in industrial noise control. The company was originally set up in Ossett in 1980, but Jane moved the business to its current premises in Hightown Road, Cleckheaton.

After establishing the successful management team she now has in place, she concentrated on developing online boutique Business Wardrobe with colleague, Paul Hebden, Wakefield Acoustics’ commercial and financial director, and friend Claire Crabtree.

Claire’s style expertise comes from running a small chain of fashion shops in her home town of Huddersfield.

The trio also drafted in style adviser and image consultant Collette Ali, from Stockport.

Business Wardrobe, launched in April, is believed to be the UK’s only stockist of a few select brands of contemporary, stylish and beautifully-designed garments.

Jane says the idea was to provide a one-stop shop offering women everything they need for business clothing. The range includes suits, dresses, jackets and accessories, many produced by European designers such as Rayure, the French brand famed for its classic black and white shirts, and Irish designer duo Quin and Donnelly, tailored to make wearers stand out from the crowd.

Online shoppers can also benefit from outfit suggestions. Pieces are shown with matching accessories giving customers ideas and the opportunity to view before they buy.

“Over the years I would go to conferences and seminars. There would be 200 or 300 men and maybe five women, so the thing that struck me was 90 per cent had a high street suit on. Everybody looked the same – me included!” says Jane.

“From the research we undertook it seemed to come back that it was really important that women feel confident when they look good.

“Therefore there is the implication they can perform better, and certainly in the current climate I think it is vital when you are going for an interview that you feel the part.”

Collections range from £50 to £260 and are available in sizes 8 to 18. Orders are taken over the phone or online, and next-day delivery is available if you order before 3pm, so you don’t have to wait long to wear your new wardrobe!

“We want Yorkshire businesswomen to stand out from the crowd and feel great. We have a huge proportion of high-profile women in the region, but our research shows that we’re so busy being ‘professional’ that we forget to have a bit of fun with fashion,” says Jane.

“Why save your best clothes for the weekend, and limit your workwear wardrobe to dull, drab items that don’t enthuse you when you spend so much time at work?”

Considering Paul is part of their team, I ask whether there are any plans to extend the online service to men. “Certainly over the next three years we want to build up Business Wardrobe to be the prime online supplier of the working women’s wardrobe throughout the UK, and plans include broadening the website to serve the clothing needs of the wider business community,” says Jane.

For more information visit businesswardrobe.com

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