Fashion and homewares retailer Lazypocket has adopted a heavy discounting strategy to build online market share and brand awareness beyond Hong Kong.

From now on, “high discounts” will apply to women’s dresses and other fashionable apparel and accessories featured on its online store, the company announced this week.

“We are offering large discounts for our online buyers because we know that many people, especially who live overseas, cannot visit our physical store,” said one of the owners.

“For them, these discounts and other special offers are a small token of gratitude. In fact, we want more people to buy online rather than visiting our physical store because this will increase total sale of leather men’s jacket, women’s winter apparel and other designer products.”

Lazypocket’s owners say they have modelled their online store after popular social media sites. Users can add products to wishlists, recommend certain products to friends and vote for designs they like.

The store sells innerwear and outerwear designed in China, the UK, India and the US.

“The products you can see on our website were in most cases unveiled during fashion shows and events. One may also find designer apparels that are still the favourite of celebs,” said one co-owner.

“Ours is more of a lifestyle store than just an apparel store. It is true that majority of our customers visit our e-store for buying designer apparels and accessories for men and women. However, if someone wants to, he can also explore a vast range of home improvement products.”