Cyber shopping isn’t really a trend. It’s a way of life. For me… it’s akin to an extreme sport. For some people the art and craft of shopping for fashion lies in the intimate and tactical experience you can only garner by actually touching the clothes. For others, like myself, the experience of buying clothes online is a rush and thrill of finding something new, something not readily available real time or at the local boutique. It’s an experience that is as simple as… well, pushing a button.

However, shopping online comes with its own barrage of faults and foibles, just as shopping real time has its own pitfalls (rude and pushy sales assistants topping the list). That said though, there are certain charms one can experience online, charms which do not replicate themselves real time, charms which lie purely in shopping in the cyber realm. As a cyber shopper though, one should be aware of the highs and lows of e-fashion and the simple joy that comes in the act of saying yes, ‘add to cart’.

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You don’t need a credit card to shop online. Sometimes it helps, but it’s not necessary. If credit fraud and identity theft are still high on your list of reasons why you refuse to shop online well,, it’s not 100% warranted. Identity theft and credit fraud are a reality, yes, but so is credit protection and identity protection. Remember that whenever you shop online, if something looks or feels fraudulent, it probably is. Look for fail-safes like PayPal (who work as an international payment protection program and will refund if you are ripped off in any manner) and make sure that places don’t hold on to your credit card details. Being aware of the protection available is the first step in protecting yourself. But remember: you don’t need a credit card to shop online!

That said, there is still the potential of being sold fraudulent goods. Trust me: I’ve had it happen. When the supposed rare Material Boy top arrived from San Francisco and turned out to be a clever fake by Yaponski (who the f*k are Yaponski!?!)… well, you could understand that I was a little miffed. But thankfully I’d used PayPal, and they sided with me instantly, refunding my entire transaction no questions asked. Yes, it can be that simple.

Same goes for refunds. Most online stores like Purest Cut or For-Tomorrow will do refunds or exchanges on tops, just like most boutiques. There are of course standard refund requirements (tags still need to be attached, item needs to be placed in original packaging etc) but on most garments, most online stores will refund. The only place that you won’t have any refund policies in place is on eBay. But then, if you’re going to shop on eBay you do have to expect the occasional miss for all those wonderful hits, and the beauty with eBay is that if the garment looked good on your computer screen, but looks horrific on you – sell it on! It’s that simple.

The true joy – and art – of shopping online lies in the fact that you can find clothes online you wouldn’t normally find in any of the boutiques around town. Our (fashion) isolation is diminishing here, but we’re still not considered a bristling fashion capital. You do have to hunt a little (thank God for Google) but ultimately the reward is that you find the clothes no-one else here in town has. And, most online shops are willing to negotiate lay-by and some do reward their loyal customers.

Where to start? Well, there are some main players in the Australian market, and these include Mint Shop, Purest Cut and For-Tomorrow for an assortment of street fashion from Pete Vs Toby to ATG to Mjolk to St Augustine Academy. Then there’s Moose Shop for accessories, eBay for hidden vintage gems and newcomer Style Palace for high end ladies clothes, mens’ expected next year. Stay tuned next issue as we introduce you to all of these stores and point out who’s good at what and where’s hot to shop.

Scott-Patrick Mitchell

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