Timely reinvention for Westco
Having remained somewhat static in recent years, the streetwear specialist is set to ramp up its image across the Australian landscape by boosting its retail portfolio and refitting existing stores.
The Melbourne-headquartered brand, founded in 1973, has also altered its instore offering, introducing alternative signature collections and amended its swingtags to reflect the brand's new position.
The changes, for an undisclosed sum, will also see the 60 store strong retailer launch a new marketing strategy to accompany what it touts as its new "fashion forward" personality.
Westco spokesperson Kura Antonello said the brand had no alternative but to address its shortcomings.
"Over the last few years Westco has lost direction, and its niche and appeal to customers. While remaining true to its Australian origins, [it] has revamped its personality and is being relaunched with key strengths."
Traditionally the brand's customer base ranged from men and women aged from their mid-teens to their late twenties while favourite fabrications included denims, cottons and wools.
Antonello said there were no plans to alter this side of the business.
"We cater to the modern individual whose clothing is an expression of their individuality and relaxed mindset. [We have no plans to change this] because we want to stay true to our original customer base but offer them a lot more."
Aside from rolling out three new concept stores in Chadstone, Fountaingate and Bayside Shopping Centres, the brand is also set to reshape its existing outlets with the exterior of the stores resembling an upmarket farmhouse. The interior of the stores will be minimalist with white-washed walls contrasted with brick grey tiled flooring and exposed ceiling As part of the changes, Westco has already introduced a complete fashion offering for under $100, with T-shirts retailing from $24.95.
An extensive advertising campaign will accompany the relaunch, rolling out across print, radio and television.