The retailer reveals how data informed where it chose to open new stores in the US.

"In the first week [we] saw page views increase by 22%, followers up 45% and video watch time increase by 132%."

"Content is seeded out by our influencer network and our sales strategy is run by discount codes so we can see direct uplift."

The store closures will begin in the coming weeks.

The strategy will rollout on September 05.

The new store has introduced brands such as Rodd & Gunn and Tommy Hilfiger to the menswear offering.

It has the backing of animal charity Four Paws.

The Clothing, footwear and accessories sector declined in July.

They've got the backing of the Australian Fashion Council.

This year it all starts with a $7 scrunchie.

The move follows another full year profit fall, this time 42%.

The Group - which includes Country Road, Witchery, Politix and Mimco - has had enough of generic discounting.

"If I can’t move, I feel stifled in my own personality."

Meanwhile consumers in the US looked for this over 900,000 times.

"Two things are already certain for this season."

Now Beverley Johnson is pioneering a disruptive art-meets-fashion venture.