NATIONAL: Fashion brand Sportsgirl is defying the current mood of economic caution with plans to branch into standalone branded accessories stores.
CEO Elle Roseby confirmed the Melbourne-headquartered company would open two new accessories-only stores by early 2009; one to open in the Virgin terminal at Melbourne airport in December, the other to open in Sydney's QVB shopping centre next February.
Branded "SG", the stores would have a distinctive look and feel.
"We've gone for a very strong SG concept as we didn't want to confuse our customer," she said.
Featuring a broad selection of jewellery, bags, purses, footwear, beauty products and other accessories, the stores would capitalise on high demand.
"Accessories are increasingly vital to girls and women in evolving their looks and the demand for new styles can change rapidly. You might be going for a 'Rock Chick' look one week and a 'Boho' look the next, and accessories are a really easy way into those looks."
A new dedicated accessories team headed by Marie Claire O'Sullivan - formerly of UK fashion giant Top Shop - promised a revolution in the company's accessories offer.
"We're going to see some really outstanding new product emerging in accessories over the coming months. As just one example we've got some stunning quality leather footwear from Brazil, including fashion heels, [in stores November] which will retail for $129 to $159."
With Sportsgirl's largely Gen Y customers expecting weekly drops, the accessories would involve specific challenges, she said.
"You're relying very heavily on one type of product, so you have to ensure that the offer is really strong. While other Sportsgirl stores will be able to drive sales with their apparel offer, we'll be pushing a continually "hot" offer in the SG stores."
SG would also offer benefits however.
"It will mean we're able to push the Sportsgirl brand into retail environments that we did not have such easy access to before. We'll also be able to drive sales to a different customer, perhaps older women who wouldn't necessarily have shopped for Sportsgirl clothing but will love the fashionability, quality and price of our accessories."
Following a "soft" launch, Sportsgirl planned to pilot the two inaugural SG stores for six to 12 months, Roseby said.
"Depending on how they perform, we have a roll out strategy in place."
By Belinda Smart.