We want visitors to be entertained by the website, to encourage multiple visits and to find new things with every visit. The site was to have a strong Australian feel to it without resorting to stereotypes and clichés allowing both the UK and Australian market to enjoy without any cringing.The site was to also have a shelf life of 3 years which for the fashion industry is a long time.Target market is streetwise 15-24 year olds in both the UK and Australia who don't take themselves too seriously and are into art, surfing and music.