Who is Copying Whom ?

Sportsgirl, East Gardens.  This palm tree looks suspiciously similar to the Havianas one spotted the other day - link here http://shoppologist.blogspot.com/2009/11/tropical-christmas-tree.html  imitation, flattery and all that ?

Mirror Mirror on the Wall

Sportsgirl, QVB.  No shortage of mirrors in this good-looking display, positioned right at the front of the store in this high foot traffic mall.  Great merchandising, and customer-friendly despite the obvious risk of stock loss.

A question of culture

Sportsgirl, The Met centre, George St.  Would it be unkind to ask whether Sportsgirl's customers read many books  ?  Or does the clue lie in the way they have been colour-coded ?  :P 

Either way, a striking window display.

Sportsgirl goes lifestyle

Sportsgirl, East Gardens.  I was intrigued to see that Sportsgirl has gone into lifestyle gifting.  It makes sense for Christmas given their clear customer profile and positioning, and their history in selling accessories.  However, it will be interesting to see how they go in this competitive market - not many apparel retailers have successfully added a lifestyle dimension.  I give them a better chance than most.

Kudos to Sportsgirl

Sportsgirl, Warringah. Full kudos to Sportsgirl for supporting National Body Image and Eating Disorders Week.  I especially liked the way they integrated the brand's voice into it - 'give fashion, give love, give hope'. A real example to other retailers, in my view.

DRIVING CUSTOMERS ONLINE

Sportsgirl, East Gardens.  Another example of this brand's strategy to drive customers online, to facilitate communication, and presumably reduce marketing costs over time.  A key part of the strategy is to increase shopper engagement with the brand through participation in voting and social media initiatives.

SPORTSGIRL SPEAKS OUT

Sportsgirl, Broadway. In-store signage encouraging customers to go online and Speak Out. A fresh approach compared to others in this segment. I also like the 'Route66' feel of the signage.

SPORTY GIRLS

Sportsgirl window, Sydney City, detail. As mentioned in a previous entry, this approach to their windows starts to personify the brand - which is a good differentiator in a crowded fashion market.

COVERGIRL COLLAGE

Sportsgirl, Broadway.  Interesting collage approach to their window, showing the various incarnations of 'sportsgirls' - a great way of bringing the brand to life.

SALE WITH ATTITUDE

Sportsgirl, East Gardens.  Stand out POS generates a sense of urgency.

SASSY SALE ATTITUDE

Sportsgirl, QVB. Sassy attitude - apologies for poor pic quality, low lighting.

SPORTSGIRL IN BRIEF

Melbourne airport Virgin terminal small format Sportsgirl store has great location and target market fit. Smaller range to suit small footprint and high rent.

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