The Australian online retail market continues to flourish, with General Pants, Surf Dive & Ski (SDS) and Tony Bianco all turning their attentions to ecommerce. 

Digital agency, Reactive, is responsible for the development of the newly launched General Pants and SDS websites, with initial customer feedback "very positive".

Tim O’Neill, joint MD of Reactive, said the new ecommerce platform was an exciting move for both brands and one which customers had demanded.

“The new ecommerce websites are an important extension of both brands and will assist General Pants and SDS with driving loyalty for its street-to-beach fashion collections,” he said.

The sites are both built on Reactive’s cStore ecommerce and online shopping platform and also its cManager content management system which integrates the upgraded website with General Pants Group’s existing enterprise systems.

Demand for new fashion websites is high according to O'Neill, with Cue Clothing, Jeanswest and Crumpler also working with Reactive.

“Fashion retailers are realising that their customers don’t just want to view their collections online, they want to be able to buy items they like."

Tony Bianco has selected Reactive as its digital agency after a competitive pitch, with the aim of increasing sales for its existing online store in the lead up to launching its autumn/winter 2010 collection. Reactive will develop the digital marketing strategy for the retailer and implement digital campaigns including online advertising, email marketing and pay per click advertising.