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Style and Technology Combine with 'Move'

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Launch of Australia’s first-of-a-kind retail experience for the fashion conscious

Style and Technology Combine with 'Move'



A brand new retail concept for Australian consumers, Move, has launched in Westfield Bondi Junction. An innovative addition to the Australian consumer electronics space, Move will sell fashion infused accessories, computers and mobile devices to consumers who want their technology with a twist of individuality and style.


The new Move concept is backed by Dick Smith, which brings a wealth of experience and knowledge in the consumer tech area. However, Move will meet the needs of different consumers to Dick Smith – those that are looking to purchase style-inspired technology in an environment that appeals to them.




Julie Barber, General Manager - Marketing at Dick Smith and Move, explains, “We identified a clear gap in the market where brand conscious consumers are investing in high end tech pieces, but don’t have a place where they can get their tech fitted to their individual style. These customers are cashed up, time poor and as a result they value personalised service in a convenient location, like leading fashion shopping centres.

“Move’s point of difference is that it blends fashion and technology – a trend we’ve witnessed overseas with fashion houses like Burberry integrating technology into products and marketing, and more online viewers than ever tuning in to watch Mercedes-Benz Fashion Week in New York[1]. Additionally, big tech brands are starting to develop wearable technology like Google Glass and the Samsung Galaxy Gear watch. By collaborating with major technology brands and credible figures in fashion to inspire the store’s collection, we’re able to bring the concept of stylish, wearable technology to Australia.”


Differentiators of Move:
·         Move is an insight-led concept inspired by global trends in fashionable technology, such as Burberry’s partnership with Google in the interactive campaign Burberry Kisses and celebrity tech partnerships like Dr Dre and Beats headphones
·         Nicole Miller and limited edition Romance Was Born accessories are merchandised to inspire
·         Would-be designers can make their own collections by designing individualised phone cases in-store, delivered the next day
·         Move allows customers to choose high end tech products to suit their lifestyles
·         Move’s retail environment will provide a strong focus on premium service and the ceremony of selling usually only found in luxury fashion stores
·         Move will be strongly focused on collaborations with leading fashion brands and bloggers, working mainly through digital channels and PR

Relationships with well-known style icons will be integral to Move’s success. To celebrate its launch Move has selected ‘Connected to Style’ as its first theme, inspired by the lifestyle of New York based, Australian model, stylist and 4th and Bleeker blogger, Alexandra Spencer. Alexandra has joined forces with Move to curate a range of her favourite, stylish technology products, which were unveiled at launch. Also at launch, leading Australian fashion duo Romance Was Born unveiled their limited edition smart phone and tablet covers, co-developed with the store team, that will be sold exclusively at Move.


Michael Dykes, Director of Customer Strategy and Move said, “When creating the store concept, in collaboration with specialist retail marketing agency, IdeaWorks, the complete shopping experience was considered, from the moment a customer walks into the store and all touch points along the way. The store design itself combines high tech with low tech elements, featuring natural materials like wood and stone complimented with music and fragrance that encourages customers to stop a little longer and be inspired.

“IdeaWorks have collaborated well with us on the design of Move. From concept through to physical delivery of the store, they have helped us stay true to the vision of developing an innovative retail experience for Australian consumers. Its layout is designed to help customers unleash their full style potential and stimulate shoppers’ style senses – from the music that is played to its aroma,” continued Michael Dykes.


Location of the first Move store is also important. Positioned near telco stores, it offers customers the premium choice when looking for stylish technology on-the-go.


“As an extension to the store, we've developed a Style Pod where shoppers can take a snap of themselves wearing the latest tech against a New York background, pick up their print in store and of course share their style with friends in social channels,” Dykes said.


“Engaging our social community is key. We’ll reward those who act as brand ambassadors, rather than using the traditional points-based loyalty systems. Through our social networks we will gather feedback and ideas, respecting our followers as trend spotters and feeding this into the organic development of a customer-led brand experience over time. Store staff will track social feeds on live screens in-store and will manage the customer relationship locally.”


Information about top of range announcements, new designer collaborations and more will be housed online, at: Customers can also sign up to receive exclusive offers and news about the store via the store’s social platforms:

Twitter: @MoveStoreAU #movebondi

Creative credits:

·         Creative concept development, design and theming – Dick Smith and IdeaWorks

·         Store design – IdeaWorks and Dick Smith

·         Style Pod – Dick Smith, In A Million and IdeaWorks

·         Designer collaborations – Dick Smith and In A Million

·         Public Relations – Fuel Communications

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Genres: Fashion & Beauty

Categories: Retail and Restaurants , Retail Stores, Wed, 09 Oct 2013 06:23:44 GMT