Fast changing consumer trends promoted clothing retailer Kate Gleeson to close the womens fashion boutique she had run for two decades in Dublin 6 years ago, in favour of a new online venture. Gleeson opened Diffusion on Clontarf Road in 1991 subsequently introducing a number of international women’s fashion labels to the Irish market.
By 2012, however, she had decided to turn her back on the bricks and mortar retailing. She took a career break before returning to fashion in November 2015 with the launch of a retail site to Duffusion.ie
My tagline is “affordable wearable luxury” said Kate. What I didn’t want to have was the typical online boutique nor did I want to be competing with the likes of the bigger more generic online fashion retailers.
“I have gone for less familiar fashion brands that are very wearable and the price point is very important. Our dresses retail from about eu150 to eu400”.
“We sell clothing shoes and accessories for women by a number of international fashion brands. I don’t seem to have a typical customer in terms of age she said. My customer would be only one from a young woman with a great salary working for a tech company right through to a mother of the bride looking for an effort to work the day after the wedding”. she said.
In line with her experience dealing face to face with customers in her former boutique, she has introduced an “Ask Kate” button to which she will reply personally within 24 hours with style tips to queries from visitors to the website.
Diffusion employs 3 people on office free delivery on orders over eu100.