RAGTRADER:  Assia Benmedjdoub

NATIONAL:  Melbourne-headquartered womenswear retailer Review is set for a major revamp.

As part of an ongoing three-year business strategy, the PAS-owned and operated brand has announced a host of fresh initiatives including new store openings in the Western Australian and Victorian markets, increased concession stands in Myer and an in-store styling service for consumers.

Marketing manager Lisa Infante said along with newly acquired concessions in Myer Maroochydore (QLD), Parramatta (NSW), Macquarie (NSW) and Highpoint, Review would also launch retail sites in Karrinyup (WA) in December and Doncaster (VIC) early next year. A total of 39 sties are expected to be operational before the Christmas period with four additional sites launching across Australia over 2008.

Infante said recently launched initiatives such as an interactive website featuring a virtual changing room, online job applications, makeup tips, links to the brand’s Facebook page and iTunes had bolstered demand. By allowing consumers to share photographs, post feedback and participate in VIP nights and store launches, the brand had built a loyal “community” following, she added.

“All of these projects assisted in a successful expansion across the country. It is important to mention that Review has never had to advertise, it has effectively sold itself for the term of its existence and when we felt demand from interstate travellers, we simply responded.”

In a bid to encourage further demand, the brand is also trialling a new in-store image consultancy service in its Paddington, Sydney store. Available via appointment only, the service offers consumers a 90 minute session with a fully qualified image consultant, analysing their colours, tones and body shape and directing them to the best clothing options. If successful, Infante said the consultant would launch a tour of Review stores nationally.

“Our initiatives aren’t targeted to a specific age group but rather the expansive range of our customer base. One may tailor more easily to a particular age group – Facebook for the university student, the virtual wardrobe for the young corporate female, in-store styling for the more mature woman – but our main aim is to provide something for everyone, young and old.”