Iconic Australian fashion brand Sportsgirl has claimed another digital first.
The chain retailer, was also the first Australian fashion brand to trial QR codes and launch a mobile shopping platform, has now confirmed the addition of Vine to its omnichannel digital strategy.
According to the company, the move marks Sportsgirl as the first Australian retailer to launch its brand on the microblogging platform.
Commenting on the coup, Sportsgirl CEO Elle Roseby said the move to Vine also coincides with Sportsgirl’s 65th birthday year and “continues a long-standing legacy of digital innovation”.
“Vine will give our Sportsgirl audience a ‘backstage’ pass to all things Sportsgirl - from mini how-to’s to catwalk inspirations and street style.
“Vine’s six-second video loops also give us the opportunity to share ‘in-the-moment’ stories and bring product to life in a way that can’t be communicated in just a photograph, building another layer on our rich network of creative content-driven digital platforms.”
The brand's first-ever Vine competition asked its followers to upload videos of things they can’t live without and hashtag: #SG Can’t Live Without.
“Sportsgirl's strength resides in its unique ability to stay on the digital forefront and connected in the social community. We are committed to adopting new social channels, richer content and more chances to excite and educate that bring her closer to Sportsgirl,” Roseby said.
The Sportsgirl brand was launched in 2007, and was the first fast-fashion brand in Australia to incorporate an online community. Sportsgirl launched its presence on Twitter and Facebook in 2009 followed shortly by a mobile site and created an award-winning QR code ‘virtual store’ campaign in 2012.
Sportsgirl is an Australian owned and run retailer, founded in 1948 and currently operates 114 stores nationwide with over 1500 staff.