London - Many women see it as chance to recharge at the end of a busy day.
But it seems that so-called “wine o’clock” can actually be a considerable drain – for their bank balance, at least.
For women are taking advantage of a time when the children are in bed and they can relax with a glass of wine to go shopping for clothes online.
And they aren’t simply looking to make practical purchases, according to the boss of internet fashion retailer Net-A-Porter, who says that when under the influence women’s buying tends to be more adventurous.
“There’s definitely this period – end of day, either with friends, having put the kids to bed, maybe they’re out, on their mobiles – and it’s like wine o’clock,” said Alison Loehnis, who took over the fashion giant following the resignation of founder Natalie Massenet in September.
“They decide they’re going to order some stuff. It tends not to be a jogging bra – it’s something a bit dreamier,” she told The Times magazine. She added that more orders are placed at this time of day than any other.
The 45-year-old, who juggles her job with being a mother to two young children, was formerly the company’s chief of sales and marketing, and has previously worked for Disney and men’s tailor Thomas Pink.
One of her biggest tasks is to bring the company, which was established 15 years ago, into the black after it posted losses running well into the millions over the last three years. Mrs Loehnis is married to British businessman and Eton-educated Alexander Loehnis, 46.
And despite the obvious pressure of her high-flying professional role, she rarely misses an opportunity to highlight the importance of her family life.
In a previous interview, she revealed her most treasured possessions are gold necklaces by designer Brooke Gregson which have her children’s star signs on them. “It means they’re always with me,” she said.
Daily Mail