SYDNEY: Diva will increase its product fashionability and celebrity endorsements in 2011 as part of efforts to stay on top of the burgeoning fast fashion accessories market.
Diva marketing manager Amy-Louise Hoare said the brand's recent collaboration with eveningwear designer Alex Perry was just the tip of the brand's new strategy to attract a more “fashion savvy” customer. Perry's final collection will hit Diva's 207 stores in March.
“Because we've had such success with the Alex Perry range we'll be looking to continue [collaborations] in the future – not necessarily designer, [we are also] looking into celebrity,” Hoare said. “Five years ago, we were the only ones in the market. We've got some competitors on the field now, so we have to step it up.”
The retailer will no doubt be on the hunt for identities who can replicate the sales generated by 'Alex Perry for Diva' product, with Hoare revealing the collaboration nearly doubled Diva's average transaction values upon its launch. Each range also remained in the number one product category for two weeks from its launch date.
Also set to undergo changes is Diva's core product line, including its silver and pearl collections.
“We used to just keep repeating the exact same style and we're not doing that any more,” Hoare said. “There's always going to be new pearl earrings, new shapes.”
Backing up the product modifications will be an increased emphasis on social media and experiential marketing.
“We launched our Facebook page in November last year and we're currently sitting at 25,000 fans,” she said. “Our goal is to reach 100,000 by Easter.”
Among the experiential marketing campaigns to be staged thus far in 2011 was a national ear-piercing day, in which the company pierced 3000 pairs of ears in-store for free.
“The whole reasoning behind the ear piercing is they'll remember the experience and they'll be our customer for life,” Hoare said.
Diva is owned by BB Retail Capital, which also operates Lovisa and Bras N Things.
Erin O'Loughlin