Maxiki Girl Fashion Illustration. Photo: Elite News Now
Once upon a time in a land far, far away from mass producing giants, sat a 19-year-old girl enchanted by a whimsical land of floral applique, pearl beading, and romantic fabrics. In this little corner of the world, she spent the night dreaming of magical designs, and the day transforming mere illusions into reality. Stitch by stitch, Maxiki entered the online realm.
The traditional fairy tale of a young girl’s journey into a magical land has been revolutionised by the World Wide Web.
With a myriad of opportunities made available through a simple click of a mouse, young fashion entrepreneur Maxiki launched her self-titled label online in 2011 as an avenue to promote her creations to a global audience.
The Melbourne-based fashion designer says Australia’s wide embracement of online shopping was a driving force behind her decision to launch online.
“You have the ability to reach your target customer without having to worry about geographical location,” Maxiki says.
Magic is in the air every time the fashion savvy connects online. Some gain access from their computers, others through their smart phones. Once entered, the virtual indulgence begins.
Scrolling down the Maxiki store, shoppers are lured by flouncy skirts, golden flora peplum blouses, Alice in Wonderland inspired bows, inspirational quotes, and stunning illustrations.
Maxiki says the label embraces the femininity of floral patterns and intricate pieces.
“The Maxiki girl is someone who is quietly confident. Someone who appreciates femininity. She loves the romantic details of full skirts and blouses,” says the young designer.
When delightful creations capture the eyes of online shoppers, there’s no turning back. Simply - Click. Shop. Buy.
As Telsyte’s recent Australian Digital Retail Study reveals, Australians are doing just that. In 2011, $15.9 billion was spent online, a 64 per cent increase over 2010.
This growth in online shopping is expected to continue, with Telsyte Senior Research Manager, Sam Yip, announcing it will exceed $30 billion by 2016.
Designers are increasingly using social media to market their goods. This communication platform is the top online destination across the globe.
Nielsen’s Social Media Report 2011 found that social media accounts for the majority of time spent online, with Australia being the leader in social media usage.
Maxiki Jewels and Roses Blouse. Photo: Maxiki
Fashion designer Maxiki first opened her online store on Etsy, the ‘world’s most vibrant handmade marketplace’. Maxiki recalls emotions of hope and opportunity were running through her head.
“My greatest moment was pressing the open shop icon on the Etsy store site. That was when I turned my dream into reality,” says Maxiki.
She then made the move to popular social media network Facebook, which recorded 11.3 million Australian users, Nielsen’s Online Ratings for January 2012 found.
By embracing social media through a Facebook store and YouTube videos showing the process of creating the Maxiki girl illustration, Maxiki connects with her customers.
“Social media has brought Maxiki to life,” the designer says.
Despite online success, Australian designers are increasingly under pressure to compete with overseas imports.
“Currently it is difficult to surpass the barriers of pricing. It’s quicker and cheaper to buy something made in China,” Maxiki says.
“Handmade items are unique, and it’s better to give back to the Australian community and help out a fellow Australian in their dreams to create a label. Their dreams to create something different. Something innovative”.
The young entrepreneur hopes to expand her collection in upcoming years.
“The future is bright for Maxiki. I’ll think about making new items- making jewellery, clutches, head pieces, bags, to continue the Maxiki girl look”.