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At one point every retailer came to me asking: 'How do I get to Australia? How do I get to that woman?' Because they are shopping, they all came to me. These department stores here didn't," she said. Sewell is considered to be one of the world's leading fashion experts. After successful senior creative tenures at Browns and Liberty in London, she is now the creative director for style.com , a new Conde Nast online shopping platform that allows readers to directly buy the items showcased in the US and British issues of Vogue and GQ. "I think here they still underestimate that they can do phenomenal things and build an environment that people want to go to everyday, not just online, which is, of course, very important. But there's no space, people want a space, they want to shop somewhere and eat somewhere and drink coffee and experience something and do something and it's still not being done here." Net-A-Porter's fashion director Lisa Aiken, who was in town scouting the next big names in local fashion at the Resort 2018 collections, confirmed that Australian shoppers were the online global retailer's biggest customers. Yasmin Sewell believes Australia should have a 'phenomenal' department store thanks to the amount we spend on fashion. "Australia is consistently in our top five best performing countries," Aiken said. "We have three businesses: America, the UK and APAC [the Asia Pacific region]. APAC and Australia is our fastest growing region." While Myer declined to comment, group executive of merchandise at David Jones David Collins disagreed with Sewell. "We certainly believe we are looking to the future. We are spending a lot of money in our stores to give customers a total, and exceptional, retail experience," Collins said.
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