Return in-store experience in the fashion
Concerts dress, cupcakes and daughter cheap chanel bag of rock legend are part of plans to revive the fashion retail . Hundreds of public events is Sydney in September, in the hope buyer pulls back into the stores implemented.
Model Georgia Jagger injected in Sydney last week to 30 Days of Fashion and Beauty launch a festival lasted one months of Bauer Consumer Media -managed. This year's magazines such as Harper 's Bazaar and the Australian Women's Weekly will host more than 150 events in the store from photo shoots for beauty workshops.
" It's harder than ever to get a share of the portfolio , as consumers have developed about the motivation of the price," said Amanda Connors , marketing director of main sponsor of the event builder , Priceline . " We know that out in -store activity of the study , visits, brand preferences and sales - buyers want their cake with lipstick . "
Vogue Fashion Night Out in the USA was founded in 2009 to retailers survive the global financial crisis. It is now in 19 countries , including Britain , Italy, Spain, Japan, Germany and Australia. " This is the equivalent of operating a rock concert or a sporting event ," said Vogue editor Edwina McCann . "It is amazing that a single night and we bring all CBD to life with music, pop-up bars and celebrity appearances . "
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Last year the event attracted more than 175,000 customers across the flow of traffic during the after- Christmas sales . More than half of consumers have made a purchase in the evening, spending an average of $ 386th "Commitment is the key to a revival of the retail trade ," Ms McCann said. "Customers should be aware that online stores offer a different experience . "
Online sales reached $ 10100000000 in the last year , Australian Bureau of Statistics figures show , and both growth and offshore
in 2013. As the amount of online sales, only 4.5 percent of total retail sales , fashion brick and mortar retail hit hard . Designer Lisa Ho and Kirrily Johnson suffered a polarized range of high and low -end market .
" The brands that sit in the middle and have to be defined in this aggressive environment will be difficult," said Stuart Harker , retail consulting and global consumption of PricewaterhouseCoopers. " Today's consumer is very demanding , boutiques worldwide and is ruthless when it comes to where and how they will spend their money. "
Department stores were also forced to work overtime . David Jones has launched a new social media strategy that offers young fashionistas on Monday . The campaign calls WEARe # in-store experience by offering free styling, makeup workshops and live music. "This kind of experience - focused marketing calibrated the brand perception of customers," Harker said.
"If they have a good time, they will keep coming back , like a restaurant. "
Work for retail is the weather. After experiencing the warmest winter on record Sydneysiders are well placed to go shopping for summer clothes . cheap hermes bag "It's not that there is no money around ," Harker said. " The trick will be to keep the momentum through the holiday season. "