Bikes, Apparel, Gear "Love your bike"

Objective

  • Support the launch of the female specific brand in the Australian market at the Giant Sydney CBD store.

  • Increase awareness for Liv/giant and engagement with the brand with the intention of achieving store sales for Liv/giant branded products.

Consideration or Constraints

  • Global brand originating in Taiwan with high awareness in the Australian market for the parent brand, Giant, and a high skew towards males for product sales (80% sales)

  • Brand elements targeting females :

    • World leading innovation – Form, Fit, Function

    • Excellent value for money

    • Approachable and fun

  • Giant Australia then adapted some elements to appeal to the Australian female cycling customers.

Execution

  • Launch event at the Sydney CBD store with industry VIPs, local Government & media, which was featured on SBS cycling.

  • Social Media with engaging relevant content posted on Facebook & Instagram.

  • Regular communication with Cycling industry and local Government contacts (e.g. Bikegal, City of Sydney Cycling, cycling events)

  • Supported online marketing activities with in-store and sales promos and events.

  • Promotion of new female specific bikes, gear and bicycle accessories.

  • Female specific bike maintenance classes including cheese and wine in a relaxed atmosphere.

  • Female only rides – beginner orientated to attract new customers.

  • Community engagement with regular participation in rides and events.

Retail MarketingChristie Glasson