Italian footwear label Superga has opened its first ever store in Australia in Sydney's World Square Shopping Centre.
The 40sqm store features bright white finishes and minimalist design.
To celebrate the new store and the festive season customers will have the choice to customise the eyelets of their newly purchased white canvas 2750 or 2790 styles at the new store.
Speaking to Ragtrader about the new store, Superga group GM Trend Imports Helder Borges and marketing manager Lucy Quartermaine discuss the strategies behind the new store.
How long has this Superga store been in the works for?
Helder: We have been planning to have a mono brand store for the past 12 months as we could see the brand really connecting with the Australian market and grow to have some great brand awareness.
The store has been set up to have a soft luxe feel with marble tiles and clean white fixtures allowing it to feel like a nod to its Italian heritage.
Why did you choose World Square as the location for your first ever Australian store?
Helder: We felt that area had a great mix of cultures and a good level of tourists which would be able to identify with Superga being an international brand
Superga World Square
What does the marketing mix look like to get the word out about this store?
Lucy: The opening plan for the store involves a mixture of communications including influencer appearances with tagged content, utilising our own social media and customer database as well as traditional PR.
World Square Shopping Centre will also be amplifying the messaging across their channels as well.
How many people do you anticipate will participate in the customisation?
Lucy: This is the most requested product through our Instagram DMs so we are hoping to draw in quite a crowd for customisation especially in the lead up to Christmas.
What do the expansion plans look like for Australia in 2020?
Helder: We have plans to open stores in Melbourne and Brisbane subject to locations being suitable for the brand.