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New store concept

Sportscraft, founded in 1914, is one of Australia’s most trusted fashion and lifestyle brands renowned for outstanding quality and consistent fit. Today Sportscraft provides inspiration to the Australian man and woman with a range of clothing and accessories that epitomise authentic Australian style, while maintaining the quality and craftsmanship that Sportscraft has built its reputation on. Sold in over 200 locations around Australia including freestanding and concession stores (David Jones) and online, Sportscraft is owned by APG & Co., a leader in the Australian fashion industry.

My role here in Sportscraft was to head up the VM department. The brand was midway through a brand repositioning exercise, so a lot of my time was spent working on elevating the store experience. As Sportscraft is an Australian lifestyle brand, a lot of work was done on incorporating the lifestyle aspects of the brand into the store and bringing marketing campaigns to life in the windows and store itself. 

I worked on rolling out the VM overlay for new store concepts for both the Womenswear business as well as a dedicated store for the Sportscraft Man side of the business. These concepts translated from free-stand stores to the concessions marketing within David Jones.

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