Since Cotton On Group acquired teen fashion retailer Supre in 2013, the company has undergone some major changes. It has opted out of the traditional online sales approach in favour of a content-driven site and online magazine to capture the attention of social media-savvy teen shoppers. It is also keen to double its bricks and mortar stores in both New Zealand and Australia.
General manager Elle Roseby told the Herald Sun the change was to modernise the 30-year-old company for today’s young shopper.
“It’s always been about knowing our customer. Girls really value friends and people who don’t judge them, so as a teenage brand why wouldn’t we want to be part of that journey? That was really the purpose – we want to create a world where girls are lauded,” Roseby says.
The online magazine “gUrl” has been developed to engage teenager girls in a meaningful way on their path to purchase, she says.
The content featured in the magazine includes pieces on bullying and self-esteem, fashion trends, a social media speak guide and a job application page that has four profiles of different Supre employees, along with their stories.
“We’ve decided to go down the route because we’ve got a very digitally connected audience,” Roseby says.
“It is a magazine for young women about young women, so there’s a real integrity to what we are doing.”
With Supre’s young customer base, content marketing could prove key to winning them over.
Research suggests millennials are notoriously difficult to attract with traditional ads and don’t like it when ads feel deceptive.
Global marketing research company Demand Metric reports that on average, 76 per cent of shoppers felt closer and more positive about a company after reading their custom content.
By creating the online magazine, Supre is building a relationship with teenage girls and making itself relatable.
The company has also engaged its young audience across its social media channels.
Its Instagram has 191,000 followers and its Facebook page has 459,000 likes.
Roseby said its Instagram account has grown 350 per cent in a year.
However, she says Supre isn’t prioritising its online sales over bricks and mortar.
The Australian-owned brand has 106 stores in New Zealand and Australia and wants to double that number within the next five years.
Following in the footsteps of its parent company Cotton On Group and expanding overseas also looks likely.
“And we know there’s great international opportunity because Cotton On is a global group, so we will see the brand go overseas,” Roseby says.