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Menswear brand tailors growth after DJs, Myer rollout

Politix1After positive early trading signs since launching concession stores in David Jones stores across the country, menswear brand Politix has set its sights on expanding its store and digital footprint. 

Politix, owned by Woolworths Holdings subsidiary, Country Road Group (CRG), was a bright spark for the South African retailer in its latest trading update, which saw David Jones record a 25 per cent drop in operating profit, while total sales edged up one per cent in the year to 25 June compared to the prior year, which enjoyed sales growth of 8.4 per cent.

CRG – which includes Country Road and Witchery – had a 5.1 per cent lift in sales and showed a marked improvement in the second half, with newly acquired Politix adding 3.7 per cent to growth.

Now the menswear retailer has launched nine concessions in David Jones stores across the country, including Pitt Street Mall Sydney and Bourke Street Mall Melbourne, along with Myer and its own-branded stores, totalling 80 Politix stores nationally.

Politix CEO Peter Stitch told IRW that joining CRG’s stable of brands, including Trenery and Mimco, inside department stores had “always been envisioned”, with Politix initially rolling out in DJs’ CBD locations, key suburban stores and online.

“It is early days but launch has been a successful one with Politix trading on or ahead of expectations,” he said. “Further store roll outs are planned for early 2018.”

“The store rollout coincides with the menswear chain’s most comprehensive range and marketing campaign in the company’s history. The ‘Get Lucky’ summer ‘17 campaign is led by a 24-page print catalogue distributed nationally and supported with a shoppable online catalogue platform and digital media support.

Shot in LA, the campaign showcases Politix’s extensive range and highlights the launch of “modern tailoring, red label ‘lucky shirts’, office to bar, spring racing and black tie ranges” – all part of the retailer’s efforts to showcase its release of several major spring summer initiatives.

“New season catalogues remain an important part of the fashion marketing mix, as they communicate brand personality, direction and range, digital versions are a logical extension of the printed form,” added Sitch.

The shoppable app is interactive and optimised for mobile versions of the printed catalogue, looking to target the retailer’s “mobile centric” customer base.

“It aligns with our brand’s mobile first approach to all things digital,” affirmed Sitch.

Commenting on the brand’s positioning within the competitive fashion marketplace, Sitch said the retailer is a directional and fashion driven menswear brand known for its original design, expert tailoring and “ultra-attention” to detail, appealing to a broad fashion-involved male target audience with on-trend and innovative casual, career and formal wear.

“The brand is positioned in the fast-growing consumer space that is alternatively referred to as affordable designer, accessible luxury or sub-premium,” he said.


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