Fast fashion chain Sportsgirl has another surprise up its sleeve.
The brand has revealed it will launch into the new category of sleepwear this month, following the release of its first-ever activewear collection in October.
The sleepwear collection is slated for launch next month – on November 14, 2013 – and will be available in stores nationwide and via sportsgirl.com.au.
The debut range is comprised of 17 pieces priced from $19.95 to $49.95, with hero pieces including the 'Short Onesie' with hood and cat ears, twin sets and 'mix-and-match' tanks and short. Colours range from faded palette of pastels, pinks, blues and grey marles, punctuated with pops of neon and cool black.
The relapse of the sleepwear collection marks the first time Sportsgirl has entered back into the sleepwear market in years, the move marks a new era for the brand according Sportsgirl CEO Elle Roseby.
“We recognise that there is a growing demand for activewear in Australia and saw this as an opportunity for further growth. Our girl is fashion conscious – regardless of whether she is sleeping or running and we want to be a part of all aspects of her life, so we are really excited to be releasing activewear and sleepwear for the first time,” she said.
“Sportsgirl is an iconic Australian brand. The community initiatives, designer collaborations and partnerships, set us apart in the market and provide our customer with an exclusive experience. Sportsgirl strive to deliver innovation across all areas of the business and continue to be a ‘go to’ brand for Australian females.”
Roseby added that despite the new category, the target market for the sleepwear range is girls 16 to 24, to align with the brand's core demographic.
Sportsgirl will aso be activating a dedicated product seeding program to bloggers, influencers, celebrities and media to launch the range. The brand has also developed a dedicated hash tag for its social media to enable customers and media to share their imagery on Instagram, Twitter and Facebook via #SportsgirlDreamOn and #SportsgirlWorkItOut.
Going forward, Roseby said key initiatives for the Sportsgirl business will continue to be to drive ‘firsts’ in the digital space –with the bespoke augmented reality Sportsgirl Explore app and the launch of its new website in November to tie in with the sleepwear launch.
“We are excited to see how digital can continue to enhance and excite our customer’s experience with the brand,” she said.
“Growth will come as a result of a strong omni-channel strategy, solid and consistent digital investment and a heightened awareness of driving the best customer experience regardless of which channel our customer decides to engage.
“We will also continue to roll out iPads in our 113 stores, develop phase 2 and 3 of the Sportsgirl Explore app (phase 2 out with the ‘Daily Us’ magazine in November 2013) and find new ways for stores to leverage their individual store Instagram channels – a recent first for Sportsgirl. Currently store accounts have a following of over 18,000.”