Streetwear label Mossimo will debut its first redesigned store next month as part of a national store rollout and brand revamp.
The new look outlet, located at the Westfield Parramatta complex, will open for trade in mid-August and is the first of six new Mossimo stores scheduled for launch within the next 12 months.
The label, operated by Pacific Brands’ youth fashion arm Brand Collective, plans to open three of the six stores by the end of the year and is currently in the process of scoping locations across New South Wales and Victoria.
Brand Collective general manager Martin Matthews said the redesign and additions to the retail network were supported by expansion in Mossimo product categories, but are just the beginning of a larger strategy for the brand.
“The Mossimo brand has come a long way and we’ve done a lot of work on it in the past year or so, in terms of both product and its marketing position and that’s now starting to come to fruition, so we are now ready to go into a full retail roll-out,” he said.
Matthews said the new store concept, created by architectural firm Russell & George, will incorporate a split layout into four separate “look areas” and a range of styled mannequins across the store to guide the target market towards purchasing a complete Mossimo outfit.
“We did some consumer research to drive the store design and also the rest of the work we’ve been doing on the brand and 80 per cent of our volume is in menswear, but often men are item-shoppers,” he said.
“Also, generally our current consumer hasn’t really been brought up to understand the world of fashion, so we actually need to provide some of that guidance via the store design, to give the confidence to make purchases across multiple categories and help them put together a look.”
The redesign will also be applied to two of Mossimo’s current stores – Highpoint and Chadstone in Victoria – within the next six months, with Matthews confirming that there are more changes in store for September.
For more on Mossimo’s expansion plans, pick up a copy of Ragtrader’s August 26 edition.
Daniela Aroche