The SHOPPOLOGIST

Jun 17, 2009

TARGET ON TARGET

Target, Broadway. Very strong offer at entrance. I have to confess I didn't make it past the DVDs at $6.99 ! Mind you, most women would have spotted the very aggressive bra and brief offer first. Target remains highly relevant in today's market, and in my opinion in tune with customers' mindsets.

FCUK THE SALE

French Connection, Broadway. Average sale treatment for this brand. However, the graphic at the back of the store is striking.

FUNKY

Jay Jays Broadway. An offer in tune with their young target market - the window treatment differentiates very clearly, and speaks to the market in their own voice.

SHARP DICK SMITH

Dick Smith, Broadway, a few weeks after re-opening in new format. The store looks very sharp. I especially like the use of the brand iconography in the front, and the fact that neither the yellow nor the black has been overdone. The decision to remove the Dick Smith face from the brand identity was a courageous one, given he is still one of Australia's most respected figures as measured in a recent poll, but I think it was the correct one. The light tone for the flooring is also excellent - will be interesting to see how it stands up to wear and tear.

TACKY

Globalize, Broadway. The wallpaper detracts from this cool brand, and looks plain and tacky - what were they thinking ? There are many innovative ways to communicate 'sale' without eroding brand equity.

BARDOT UPFRONT

Bardot, Broadway. Highly structured operation that has obvious appeal to its target market. Really clear pricing which is a must in a recession, unfortunately an exception amongst many retailers.

COLOURFULLY SIMPLE

Review, Broadway. Still in sale mode, but window treatment adds some fun, interest without detracting from the garments.

MENSWEAR LAGGING

Tarocash Broadway. Many womenswear retailers (Dotti, Sussan, Jacquie E) are already out of sale mode, and starting to show new season product (very early). However, by observation, many menswear retailers, including the normally slick operation Tarocash, are still in sale. Indications are that while the tide has turned for some, it has turned unevenly across the apparel sector, eg. childrenswear retailers are also still in sale, as are most footwear stores.

PJs HIT THE SPOT

Local retailer adapting window display to current spell of winter weather in Sydney. She, Broadway.

GOOD RECOVERY

From Sale mode. Sussan Broadway

Jun 14, 2009

VISUALLY COMPELLING

Sussan, Pitt Street mall, Sydney CBD. Their window's 'sale' presentation left everyone else for dead.

TIGHT TRADING JEANS

Jeans West, East Gardens, 3.30pm Saturday. Mall was pretty busy, but this retailer's attractive sale window and offer was obviously not enough to convert the traffic flow. Tough times.

SNAIL-SPRESSO

Slow espresso - this customer waited over 2 mins for this coffee (see left of screen), with no other customers in sight. Also, the other staff member loosening his neck while taking a customer's order signals total indifference - even if it has been a long day ! As an aside, the layout looks functional, well-considered. However, they probably don't merchandise and sell enough food items to make this mall site really pay. Saturday afternoon, 2.30pm, East Gardens.