Fashion
\ JANE ROCCA LOOKS AT THE POWER OF THE OUTLET SHOP
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decjuba
ome people swear by them, bargain hunters would not live without them; whatever your preference, discount outlet shops are competing with online sites to lure customers and they’re out to win. Brand Smart in Nunawading – which has recently undergone a multimillion dollar revamp – has turned up the volume by adding high-end designers to its catchment of retailers and is keen to show customers a 20-minute drive on the Eastern is nothing to worry about. What’s more, its main competitor is some 20 kilometres away. According to Brand Smart spokesperson Michael Kahane, expanding the eastern suburbs centre by a further 2700 square metres shows it is serious about retail. The rebirth of the brand has generated 400 jobs and comes with plenty of parking – 450 car spaces. “There is no doubt online shopping has become a real and powerful player within the retail landscape, however we believe the Brand Smart model is best placed to take on online and win,” says Kahane. “We are already compatible with online in terms of price because we are still very much – and proud to be – an outlet centre.” Kahane says people love a bargain, but Brand Smart is more than just a pit-stop for last-minute, cheap finds. “Our advantage stems from our ability to provide not only bargains to our customers but also to give them a meaningful and memorable experience,” he says. “People are intrinsically social, curious and tactile creatures – they love the convenience of having multiple desirable and aspirational brands under one roof; they want the opportunity to touch-feel product prior to purchasing and they love to shop and dine in
beautiful surrounds. Brand Smart is not only about the destination – it is about the journey as well.” Recent additions to the centre include Sass & Bide, Decjuba and Charlie Brown – established brands that appeal to the middle- to high-end fashion spender. They join Royal Doulton, Oroton and Simone Pérèle in the centre. According to Decjuba’s Carolyn Probert, joining the outlet centre was always going to be a good idea for their brand. “Opening a store increases our exposure and brand presence and allows us to reach more of our customers in a shopping environment that they love,” says Probert. Dominic Messino, general manager for Charlie Brown and Howard Showers, agrees. He says it’s important for the brand to be part of the centre’s shopping experience. “We definitely want to be a part of a new and exciting retail destination,” says Messino. “We believe that having Charlie Brown at this fashion Brand Smart destination will increase our exposure in the marketplace to customers who may not have purchased from us previously.” Melbourne fashion label Cylk can also be found. According to Cylk spokeswoman Keshia Abeysekera, Brand Smart works because consumers don’t have to compromise on the quality of the product. “Premium basics, layering pieces for the cooler months and past season wardrobe staples are good items to seek out,” she says. There’s Bing Harris and Co (an urban menswear label) as well as Authentics Australia – which stocks brands such as Converse, Saucony and Keds at up to 70 per cent off retail.
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www.northcotepotterysupplies.com.au 10 The weekly review \ april 24, 2013