Style Violet
As an avid online shopper, Julie Hoang grew tired of the same Internet boutique shops pushing high-end brand names with outrageous prices. So the Orange County, Calif., native took matters into her own hands and created StyleViolet.com, a new Web site that caters to young, contemporary women with affordable price points of $100 and under. “No one is really tapping into this market of young women who are stylish and career-oriented but don’t want to spend $300 for a top,” said Hoang.
Since launching in April, the Culver City, Calif.–based company has generated more than 3 million hits a month with its selection of stylish tops, dresses and accessories. The site features a mixture of such popular brand names as Necessary Objects and Active Basics and up-and-coming labels such as Enza Costa and Pink Spike. Each collection has its own personality, but they all have one thing in common—nothing is priced over $110.
The 31-year-old Hoang began her career primarily in online marketing as a graphic designer, working for five years at the Web development company Avisan Design Group. In 2004, she moved into e-commerce as the co-founder of the now-defunct online retail shop SunWalters.com. “I utilized that experience with my love of fashion and melded them together to create Style Violet,” she said.
With a staff of only five, Hoang personally picks each of the lines (currently at 12) from the local fashion market. About half of the brands hail from Los Angeles, Hoang said, with the other half from New York. “We look for items that aren’t too fitted, in more-forgiving fabric like cotton and jersey,” she said. “These are great because if you are a little bit smaller or larger, they can accommodate.” The company also features a more generic collection of tops under its own brand.
New designer Enza Costa has proven quite a success story for the site. Costa’s $80 culotte jumper has become the company’s bestseller. After being featured on the Daily Candy Web site, the Costa design sold out in less than an hour. “I kind of shied away from the Internet since it’s hard to control, it’s very saturated,” said designer Costa. “But with Style Violet, it’s more of an intimate connection. We are on the same page when it comes to reaching the contemporary but edgy girl.”
Hoang is thinking ahead. Her Fall collection is previewing online. She plans to expand the company’s collection and is moving forward with a big marketing push that will include online banner advertising. Her goal is to capture that repeat customer by offering unique, sophisticated clothes. “People are looking for something more special online,” she said. “We really try to cater to that.”
—Lilliam Rivera
