SYDNEY: Fast fashion retailer Supre has capitalised on research conducted by one of the largest retail property groups in the world.
The retail chain, which has a core customer base of 13-17-year-old girls, has reconfigured its fashion offer to suit specific markets across its network of 170 stores. Supre brand manager Catherine van der Muelen said this meant select sites would now receive limited-edition fashion drops, produced at significantly smaller runs than its volume-focused main line.
“We’ve seen a shift in demand over the last couple of years, from volume product to customers wanting to wear something individual and a little more fashion forward,” Van der Muelen said. “We will still produce basics – as this is our bread and butter – but also introduce select ranges to select stores.”
Muelen said the initiative was inspired by retail property giant Westfield, which recently conducted an internal study of its network of stores in Australia. Using a combination of socio-economic indicators and retail sales figures, the company categorised its shopping centres into three areas: value, aspirational and premium.
Westfield Bondi Junction (WBJ) for instance, which is located in an affluent Sydney area and houses stores such as Louis Vuitton, sass & bide and Jayson Brunsdon, is considered a ‘premium site’. Van der Muelen said Supre would tailor its fashion offer to suit WBJ consumers, in the same way Westfield had tailored advertising and retail campaigns to suit this particular market.
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