GPO in dramatic makeover

MELBOURNE: Niche shopping precinct GPO has radically re-focused its leasing and marketing strategy to push a more hard-edged, fashion forward image.
GPO marketing manager Ryan Ling said The GPO - housed in Melbourne's heritage post office building - planned to focus on edgy and unique retail offers, in a move away from its purely high-end profile.
"The strong focus will be on attracting retailers that can't be found anywhere else. For example we've now got the only Belinda store and the only Akira store in Melbourne," Ling said.
This strategy would be underpinned by a striking advertising campaign featuring the strapline: "Melbourne's GPO - rightfully yours," he added.
Recent additions leveraging the GPO re-think include local womenswear labels Gorman and RICH - who join renowned brands Zimmermann, Lisa Ho and Karen Millen England - while the addition of a restaurant and wine store on level two is also intended enhance the overall shopping experience.
However the Australian Centre for Retail Studies (ACRS) said GPO - which had been criticized for disappointing footfall since it opened in 2004 - still faced challenges.
"When you're shopping on Sunday afternoon, centres like Melbourne Central and QV are busy and buzzing but you go to GPO and it does feel a bit empty," claimed ACRS executive director Lenore Harris.
GPO's Ryan Ling confirmed management was implementing a traffic monitoring strategy, but rejected suggestions the precinct was under-performing.
"GPO is a specialised centre; it's never going to be a Chadstone. It's not meant to be mass market and it's not a tyAt least two retailers supported GPO's destination status, with Simone Zimmermann describing it as "a great environment to sell our clothes". AG owner Arthur Galan claimed the reaction to his Melbourne's GPO outlet had "exceeded all expectations".
"I really love the Melbourne's GPO because it houses a great group of
designers and a fabulous variety of stores, you can spend half a day in the building roaming around."