The way we shop for clothes in 2013 is very different than it 10 years ago – as with all things in the internet age, it has gotten faster, exceptionally convenient and ultimately, more engaging. From in-store to online, we have endless options to fill our closet. In turn, for those of us chasing down a career in the industry, there is a now growing list of opportunities to meet the demands of employers and consumers alike. With multiple paths to take it can be daunting to decide, but sometimes the best route is the one we navigate ourselves.

eLUXE Founder and CEO Joanna Track is a true pioneer when it comes to the world of online shopping in the Canadian market. She has taken the best part of shopping (discovering stunning clothes) and combined it with the very thing we all love about the internet – awesome content at our fingertips. Track offers up some fantastic insight on obtaining a career in fashion and where she sees the industry in five years.

Style Nine to Five: What inspired you to start eLUXE and why do you think it is important that the fashion industry embraces the digital space?

Joanna Track: As an avid online shopper, I was surprised and disappointed by the lack of options for Canadians. In the US and around the world, there are so many incredible examples of engaging online fashion retailers (like Net-A-Porter, ShopBop, My Wardrobe) and there was a gap in the Canadian landscape. As an entrepreneur, I took that as an opportunity to fill the gap!

I think it is important that Canadian retailers provide digital experiences for customers if they are going to stay relevant. The competition is heating up with US retailers coming across the border (Nordstrom, Target). And people now expect to access retailers online.

SNTF: What are the different roles that exist in a digitally based fashion company like eLUXE that not only sells clothes but creates content with The Luxe Life?

JT: With the online world constantly evolving, there are so many career opportunities. At a company like eLUXE that is very content focused, that creates a second “branch” of business. In addition to all the more traditional retail roles (like buying, merchandising, planning, etc) there are the editors, copywriters, photographers, and stylists.

SNTF: What skills do you look for when interviewing potential employees?

JT: For me it is critical that a person has an entrepreneurial spirit. They need to be able to work without a lot of guidelines, be passionate (as if it is their own business) and be able to react to a constantly changing environment.

SNTF: What advice would you have for someone who is interested in working at a company like eLUXE?

JT: Lately I have been telling people that internship is the new entry level job. It is important to get in there and learn a business, prove yourself and build up your skills. Then a company is more likely to take a chance and bring you on as an employee.

SNTF: How do you expect the fashion industry to evolve in the next few years?

JT: I think you will see a lot more “omnichannel” experiences, where customers can select when and how they interact with brands. Whether it is in a store, online, in a magazine or a popup, brands will be offering more ways to access their products. Also, the convergence of content and commerce will continue and the line between editorial and product sales will be more difficult to find.

By: Gabi Pirraglia, Toronto

You should follow me on Twitter@gabi_pirraglia

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