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The refresh includes new store designs rolled out across all 122 stores, and a re-platformed e-commerce strategy, due to launch in early 2015.
The fast fashion retailer was acquired by Cotton On Group in November last year, with Cotton On, CEO, Peter Johnson, at the time flagging plans for international expansion, particularly into Asia and South Africa.
But Nicole Dyson, operations manager at Supre, told Inside Retail PREMIUM the brand’s short term plan is to make all Supre stores in Australia and New Zealand consistent, with a focus on greater instore engagement.
To date four stores have been revamped at Rundle Mall, Adelaide; Geelong, Victoria; Hervey Bay, and most recently Robina in Queensland, with the rollout set to continue over the next two years.
Fitting rooms are a key focus, designed twice the size to encourage friends to try on clothes together, take selfies, and upload to Instagram with the hashtags #selfie and #SupreGirlGang.
“In the fitting rooms we are really encouraging that try on experience, to try on with your bestie. We’ve obviously got a lot of 17 year olds who love opinions from their girlfriends, so we’re making it really easy for that group shopping experience.
“We’ll encourage things like selfies, there will be product out the back in the fitting room areas, and a chill out area. We are trying to make it a better experience for our customers and staff,” said Dyson.
The rollout is now in a trial stage.
“Every time we do a concept, we’ll evaluate and work out we want to re-use.”
The overall design is white on white, with lots of texture, mirrors, bling, and Supre’s trademark neon pink signage.
“The design team have not been afraid to use traditionally masculine materials, such as metal and concrete, but it’s how they are applying it all to make quite a feminine experience, so we’re using concrete, but it’s pink concrete,” said Dyson.
Although keeping mum with the details of the new e-commerce platform, Dyson told Inside Retail PREMIUM, 2015 will see Supre’s e-commerce become much more responsive, with new navigation initiatives, a stronger content focus, and a strong push to social media.
“We are really excited about what our social media is working on at the moment.
“From January we had 36,000 followers on Instagram. We’ve got over 86,000 today and it’s approaching 90,000, so that’s over 50,000 followers in seven months.
“We are super excited about the re-platforming, and we’re also going to be improving the integration with our social channels as we do this, so stay tuned for that one,” she said.
