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Fashion brand Donna sees online sales soar

The online sales of women's fashion brand Donna have significantly outstripped expectations, after just a month of launching online.
Fashion brand Donna sees online sales soar

The body-positivity brand, Donna, officially launched online in mid-July and has exceeded its targets by over 300% every day since launch, making it the fastest growing online store in the TFG and one of the top performers out of the 100 nation-wide bricks stores.

Donna offers clothing to women from size 14 to 32. Since going live, the online store has seen maximum demand for size 28 items, proving that there is a substantial need to cater online for women who want to wear fashionable clothing that fits their curves.

“We are so excited by the response. It is incredible to see how Donna’s customer base is growing as more women, who are looking for fashion that fits them comfortably, are flocking to our online store,” says Sarah Proctor, head of business for Donna.

Contributing to the success is Donna’s two user-friendly and distinct online features: ‘Size Guide’ which is a measuring platform to help shoppers find their correct apparel and footwear size; and ‘How To Shop Online’ which is a detailed step-by-step guide to purchasing a product on the Donna store, for those that are new to the world of online shopping.

Donna received a flood of positive feedback from shoppers on its Facebook page who said: “loving the online store, it is user-friendly and super-fast”, “I love how you guys are providing more trendy clothes, we love it. We are tired of old-fashioned, ugly skirts and tops of old aunties. We want young, elegant, trendy and sophisticated clothing, shoes and accessories.”

The arrival of Donna online, marked TFG’s 17th store since the retail group started its ecommerce journey in 2014.

“In order to make online shopping democratic in South Africa, ecommerce providers need to not only provide diverse payment and delivery methods, but also inclusive product,” said Robyn Cooke, head of TFG eCommerce. “Catering to all sizes is essential and we are delighted to see that Donna’s size curve is opening the door to welcome in a new online customer.”

The Donna online store is accessible on or directly on

12 Sep 2018 10:57