Working in a brand agency opens your eyes as a consumer to brands that are setting the bar in engaging their audience. I moved to Melbourne two years ago and really missed the high street fashion offer at home, clothes are more expensive here and international retailers always seemed to have the remnants of last season’s stock. That is until I discovered a brand, that is quintessentially Melbourne, which bucks any fashion trends preferring to lead with their own unique and quirky style. My eyes were drawn immediately via their window display, transforming me immediately from curious window browser to fully fledged brand addict. That brand is Gorman.
Gorman ticks all of the brand engagement boxes, and in 9 years has developed a cult following, mastering every touchpoint along their customer journey. Here are my thoughts on what makes the brand so compelling.
The product is second to none
While every other fashion retailer copycats what’s happening on the major catwalks, Gorman veer the other way and every season, their collection is simply Gorman. The iconic Australian brand features an eclectic mash up of quirky prints, patterns and vibrant colour combinations. Fashion designer and founder, Lisa Gorman, is a Melbourne girl and has always drawn her inspiration from the creative culture and influence surrounding her in Melbourne. Each season they collaborate with local artists who’s original drawings and vibrant patterns are married with high quality design and attention to detail.
The Gorman brand experience
The customer experience in store is what all retailers should aim to achieve. The sales girls are all brand advocates, borderline obsessive about the product, which rubs off on the customer. Each staff member is decked head to tow in a mix match of the latest range. The girls are beyond friendly, which is testament to how Gorman hire their staff, ensuring customers feel at ease and are excited about the product. A clever changing room has no mirrors in the cubicle, meaning you are oogled and complimented the second you step your polka dot covered toe out. They know how to sell.
The brand has become so influential within Australia, in particular Melbourne, that Gorman Buy & Sell Forums are appearing on Facebook, which is essentially a fanclub, to talk all things Gorman, and buy and sell previous season’s stock. It’s a pretty powerful thing to have fans fighting each other over last season’s raincoats, I think it’s a sign that as a brand, you’ve well and truly nailed it!
Confessed Gorman addict