Why Sportsgirl kept the same marketing strategy for 70 years

Despite targeting a new generation of females, fashion label Sportsgirl has maintained its branding and marketing approach for decades, with the retailer revealing the strategy helps it stand out from global brands seeking Australian customers.

Stevens said: “by clearly and simply defining our brand personality and understanding exactly what we represent to our customer and sticking to it.”

Speaking at yesterday’s Mumbrella Retail Marketing Summit Anna Stevens, group strategic brand manager at Sussan and Sportsgirl said instead of shifting strategies to keep up with new market players, Sportsgirl differentiated its brand “by clearly and simply defining our brand personality and understanding exactly what we represent to our customer and sticking to it”.

“Our marketing strategy really hasn’t changed in 70 years. At Sportsgirl we believe it’s vitally important to remain true to our core brand values and absolutely consistently stick to our brand personality – that’s so we are clearly differentiated from all the global brands now coming to Australia.”