The Growth of Online Retail Giants: A Deep Dive into Australia’s Fashion Market

The Australian fashion scene is experiencing a digital renaissance, spearheaded by online retailers like White Fox Boutique, Meshki, Bubblgum, Princess Polly, and That’s So Fetch. These brands are not just reshaping fashion retail in Australia but are also making significant inroads on the global stage.

White Fox Boutique: Launched from a garage in 2013, White Fox Boutique has harnessed the power of social media and influencer marketing to expand its global footprint. Leveraging Salesforce’s Marketing Cloud Personalization, the brand has seen a 40% uplift in sales around Black Friday and significant improvements in customer engagement through personalized marketing strategies. Their approach to marketing has led to impressive conversion rates and reduced internal communication times by over 50%, setting them up for years of future growth​​​​. Though not detailed in the current search, mirrors White Fox in its digital-first approach, harnessing the power of Instagram and other social media platforms to reach a global audience. The brand is known for its sleek, monochromatic, and figure-hugging designs that have been spotted on celebrities worldwide.


The dynamic online retailer, burst onto the fashion scene in 2023 and rapidly carved out a niche for itself in the competitive market. Within its first year, Bubblgum experienced an astonishing 47x growth, showcasing the brand’s immediate impact and consumer appeal. The company caters to both men and women, offering a wide range of products including footwear, clothing, and accessories. What sets Bubblgum apart is its unique edge, providing products with a premium feel akin to luxury giants like Chanel, Louis Vuitton, Hermes, and Balenciaga.

The rapid growth of Bubblgum can be attributed to several factors, including strategic partnerships with other brands and collaborators. These alliances have expanded their reach and solidified their presence in the fashion industry, setting the stage for even further growth into 2024. Moreover, Bubblgum has skillfully harnessed the power of social media to connect with its audience, utilizing platforms to showcase its products, engage with customers, and build a strong brand identity that resonates with its target market.

By combining high-quality, luxurious products with savvy marketing and strategic collaborations, Bubblgum is not just following trends but setting them, promising an exciting future for the brand and its customers.

Princess Polly: Like its peers, Princess Polly has cultivated a strong online presence, appealing to young women with its trendy and affordable fashion lines. Their growth is testament to the brand’s strong digital marketing strategies and understanding of the fast fashion cycle.

That’s So Fetch: With a nod to pop culture and an eye on the latest trends, That’s So Fetch is carving out its niche in the competitive online fashion market. They target the younger demographic with playful, trendy, and affordable pieces.

The growth of these retailers highlights a shift in consumer behavior, with more shoppers turning to online stores for their fashion needs. These brands have successfully capitalized on this trend, combining engaging social media content, influencer partnerships, and efficient digital marketing strategies to drive growth and brand recognition.

As these online retailers continue to expand, they reflect the changing landscape of the global fashion industry, where digital presence and direct-to-consumer sales channels are becoming increasingly crucial for success.

For more detailed insights, check out the individual stories and growth strategies of White Fox Boutique on Salesforce and Growjo.