Lingerie label La Senza will launch its Sydney city outlet today, continuing its aggressive store roll-out across the country.
The store, which is located on level 1 of the Westfield Sydney complex, will open doors for the first time via a VIP media event which kicks off at 5.30 this afternoon, where guests will be provided with a first look at the store and product.
The opening will also be supported by marketing activity throughout week, which will include promotions, product giveaways, and will see La Senza models walk the city streets promoting the label. La Senza branded Volkswagens, which formed part of the La Senza “Sassy Sistas Tour” campaign, will also be parked outside the store on Pitt Street to draw attention.
The sister brand of Victoria's Secret, owned by Specialty Fashion Group, kicked off the “Sassy Sistas Tour” as a nation-wide marketing campaign in April to boost brand awareness ahead of the mass store launch.
“The vision is that we will have 100 stores here within the next three years. We will be opening new stores around the country and the campaign was created to tie in with these launches,” said La Senza product and marketing manager, Rachel Underwood.
As reported in Ragtrader (April 22 print edition) La Senza has also revamped its brand image, with a new store layout which will be displayed in the Sydney City boutique. The refresh includes a switch in branding colours from white with maple wood to chocolate brown and pink.
“We've really redefined who the customer is under the La Senza label,” Underwood said. “The essence of the brand itself is fun, young, flirty, sassy and sexy – the product needs to replicate that, as does the store itself – so we've repositioned in terms of the product and the fit-out of the store, to really emulate the customer.”
As reported on Ragtrader.com.au, La Senza also celebrated the launch of its e-store last month. The site, which took eight weeks to complete, sees most La Senza collections available for purchase online and includes added features such as a zoom-in function on product, multiple views on selected product lines, convenient and easy processing of orders, and easy navigation of categories and promotions.