By Jeanie Borremans

Formerly known as Emart Canada, Efashion Canada is a more clothing-focused website versus its predecessor. Aimed at a contemporary market, it features easier to shop widgets and fun details like “ask a stylist” and a “shopping bag” instead of your standard cart.

There is also still a big push for Canadian Designers and items on the site, with their “Featured Canadians” series. Featuring fashion designers like Hilary MacMillan (Toronto) and brands like Puffin Gear (Winnipeg), Olvia Solie (Vancouver) and Dressed’n-Case (Edmonton), they want to bring attention to brands that may not have the “big” retailer push they need.

The main page is easy to navigate and gives an over-all high end feel to the products. Also featured on the homepage are Social Media links and easy access to their frequently updated blog space.

Products and Designers are easier to navigate with quick click access to categories, colours, sizes and price. Individual product pages now show sizes available up front and size guides are a pop-up (which is great for many of the European and designer brands they carry), as is the “Ask a Stylist” feature which allows you to ask questions about the fit, how to wear an item and more.

The focus is primarily on Women’s clothing & accessories but they still have men’s and children’s as well. Brands include Grace & Lace, Buffalo David Bitton, BlackSwan and Jana, and new brands to the site such as ALO Yoga & Olivia Solie Jewellery (out of Vancouver).

Some things remain the same – if you’d already signed up for their E Rewards program, that hasn’t gone anywhere (and neither have the points you may have accumulated) and it still is one of the most quickly accumulating points programs out there right now (10 points for every $1 spent). Free shipping is still available over $75 and because they deliver using Canada Post, they can literally ship anywhere. They are now shipping to the U.S. via UPS, as well.

They also continue to be very active on Social Media, with things like Freebie Fridays on their Facebook Page; Instagram, Twitter and Pinterest feeds, and insider blogging. Part of their growth strategy includes bi-weekly E-Newsletters and exclusive offers to their subscribers.

We talked to Marc Parent, President and CEO of Efashion Canada about the changes:

Retail Insider (RI): What made you decide to do the re-brand and name change?

Marc Parent: We decided tore-brand due to the direction we decided to go and that is fashion.We felt it was important for the consumer to relate and understand what we do, and efashion in some ways says it all. Emart was intended to sell other non-fashion products along side of fashion, but when we decided to go strictly fashion, it only made sense for us to have the consumer connect with our purpose.

RI: Why did you want to get into E Retail?

MP: We felt that Canada lacks in the variety of options available in fashion to the consumer online,and not all consumers have all the options in traditional brick and mortar because of their location or their busy family lives. EFashion addresses this lack by providing a variety of brands at a competitive price and delivery to any corner of this vast country of ours.

RI: Why do you think Canadians are still behind on embracing E Retail in comparison to the US?

MP: Canadians traditionally are more reserved when it comes to sharing personal information and spending money online is the main reason, and also Canada in general has lacked in the past of the available options online or not wanting to spend the extra money to have something come from across the border. In stating that though, I am pleased to say though that research numbers in the last two years show we are increasing our spending and online presence higher now then the US based on per capita which is great for Canadians.

RI: Where else do you see the website expanding?

MP: Over the next six months we will be concentrating our efforts on offering more and more brands, products, and categories. We want our customers to have the best shopping experience in fashion with many options and price points for all consumers. Other exciting announcements will be shipping to the USA, faster shipping options and other options to satisfy all needs.

www.efashioncanada.ca