BeautyMart

It’s become a well-trodden path in fashion retail now — hiring a big-name consumer magazine editor to create magazine-style content to drive traffic and customers to your site. Concept stores presenting a variety of high-end and low-end curated products have also become prevalent. Both have been successful because they appeal to the way we shop. We like posh, we like cheap and the two aren’t mutually exclusive or dependent on our income. We also like credible, editorialised voices to guide our purchases.

By Lucie Greene