The iconic Sportsgirl approached us to help reinvent their physical formats.
The brief was to better articulate their offer, creating destinations of clarity, without reducing SKU’s. To distinguish Sportsgirl from the increasingly “beige mass” of mass-market fashion retailing.
It’s easy to design a fashion store with minimal merchandise. It’s a far harder challenge to frame density as “controlled volume” and present it well.
Our solution articulates Sportsgirl's offer with calm clarity, losing no density and delivering operational efficiency. We also emphasised their bold brand colour system, reimagining this unique asset into a visually distinctive “Beacon of Beauty."
Store layout provides a more enjoyable shopping experience and delivers a unique operating model. VM can now be planned by head-office, designed to fit the store, and implemented with minimal fuss, whilst keeping front-facing collections together.
The new design drives customer affinity, sales success, and helps articulate to landlord partners why Sportsgirl should be present in the best centres, in the best locations.
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Client
Sussan Group
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Location
Australia
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Size
Modular
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Category
Retail, Fashion
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Scope
Strategy, Identity Representation, Master Planning, Interior Design, Signage and Visual Merchandising
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Photography by
Trevor Mein