![Sportsgirl: Digital windows. [Main image: “This Season’s Stars” campaign.]](http://yaffa-cdn.s3.amazonaws.com/yaffadsp/images/dmImage/StandardImage/Sportsgirl 2014 source_A3EBB4F0-A978-11E3-96AD005056A302E6.jpg)
Fast fashion chain Sportsgirl has marked yet another milestone on the digital front, as it moves ahead with new leadership.
The retailer, now led by former Sussan CEO Colleen Callander, has launched a series of digital window displays to take its customer engagement to the next level.
The initiave is the first of its type for the brand which has previously claimed a string of digital firsts in the sector.
The installation coincides with the launch of Sportsgirl’s quarterly magazine, The Daily Us and the new edition of Sportsgirl Explore, its augmented reality application.
The integrated platform enables a “life-like interaction with products” and a 360-degree Sportsgirl brand experience. Free music downloads, shoppable pages and beauty film tutorials are all embedded in the app.
Nine digital windows in total have been unveiled, in Booragoon, Rundle Mall, Melbourne Central, Highpoint, Doncaster, Bondi, George St, Robina and Chapel St.
Eight of these windows will also use projectors to display three individual films while the Sportsgirl Chapel St store will utilise a singular projector to display a large scale full window block out film.
The films for the windows were created by the JOY collective for Sportsgirls 25/7 – 'Style Never Sleeps' campaign.
Commenting on the new initiative, Callander said the digital windows are yet another area where the pages of the magazine will be brought to life, integrating the Sportsgirl online business and physical stores, and providing a superior level of customer experience.
“The Sportsgirl digital windows provide our customer with an exciting experience that’s new to Australian retailing. I’m thrilled that Sportsgirl have been able to bring this innovative idea, utilising the latest global technology, to Australia.
“As an iconic Australian brand it’s very important that we give our customer an amazing and consistent brand experience across all platforms from digital, e-commerce and social media to bricks and mortar and our Sportsgirl magazine.”
As previously reported on ragtrader.com.au, Sportsgirl lost long-serving CEO Elle Roseby to Supre in November, with Callander appointed in her place. Roseby was widely recognised as the driving force behind the development of Sportsgirl's online business in 2007.
The Sportsgirl digital windows will run until the end of March.