Australian fashion brand Jag has launched its first pop-up store in Queensland since closing the last of its physical stores early in the pandemic, with general brand manager Jalda Azad saying this is a taste of things to come.
Located in Noosa, Queensland, the pop-up will remain open until November this year.
Speaking with Ragtrader, Azad said Queensland is a key focus market for the casual fashion brand.
“Noosa perfectly aligns with our casual, coastal and laid-back brand DNA and product end use, being a popular holiday destination as well as having the loyal local customer base,” Azad said. “The store, located amongst the vibrant hustle and bustle on Hastings Street and surrounded by the right brand adjacencies, set the perfect location for the pop-up store for Jag.”
The Australian fashion brand had begun culling stores across Australia well before the pandemic, with most stores closing in 2016. Jag also closed its wholesale accounts since 2019.
Azad said the recent pop-up store opening comes off the back of a successfully executed spring/summer season and growing customer demand. She confirms that the brand will open more pop-ups and free standing stores ahead, alongside expanding its ranges across all categories.
“We feel confident this is the right time to open a pop-up store to continue to grow the brand,” Azad said. “As a result of customer demand for the in-store JAG experience, standalone stores are an emphasis when looking at the future of the brand.
“The decision was made [in 2019] to focus on a direct-to-consumer business that enables us to stay close to market with shorter lead times as well as full control to guarantee that our customer journey is cohesive across all our channels - from e-commerce, over campaign and e-comm imagery, to the in-store experience.”
Today, Jag has a concession partnership with David Jones across 40 doors, and is also sold through Smith and Caughey’s for New Zealand. The brand also sells online via David Jones and The Iconic.
Azad said its retail store sales are the largest channel, but noted that e-commerce has grown since last year by 30 per cent, driven by various marketing and PR activities. This includes the superimposing of digitally created garments made using 3D design technology onto a model’s image, which were each photographed in a small variety of poses. The images were then used in a marketing campaign last year.
Jag has also almost doubled its active database in the last year since launching its loyalty program in early 2023, according to Azad.
“Jag is a heritage brand with huge affinity,” Azad said. “Today’s more fashion-focused range caters to a new and younger demographic whilst leveraging elements such as the heritage logo that is coming through in our new ranges.”