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Move: ‘We Didn’t Expect Fashtronics To Be This Good’


“We’re really pleased with the mix of products, sales and profits”, Michael Dykes, Director of Move and Customer Strategy, told CN. 
Consumer feedback has been good, who view the ‘fashtronics’ store, the first ever in OZ which opened earlier this month, and its visual merchandise as original and fresh. 
50% of store sales are accessories – ‘design your own case’ proving a hit with style savvy Gen Y’ers, who are “really embracing” the concept, doodling designs on the scrap book table for considerable periods. 

The store, is aimed at style conscious Gen Y’s both male and female. “We’re after a particular demographic and we’re certainly getting them”, says Dykes.

But “we didn’t expect it to be this good”. 
High margins on accessories means this is all good news for the Dick Smith backed Move store. 
On the hardware side, demand “ebbs and flows” with the latest product releases  – whether its the new Galaxy Note 3 and Galaxy Gear smartwatch (the most popular colour is orange) to Apple iPhone 5s, which is likely to extend to the new iPad Air.
“We’re pleased with the mobility factor” – wireless docking stations, instant Polaroid cameras are flying out the door. 
But “we’re not finished yet,” he admits, “we’ve got a lot left to do.” 

Move wants to build on the fashtronics concept for the next opening, which is in Melbourne early 2014. 
Move’s visual merchandising – “triggers emotion”, he says. 
The tech trendy store, located in Westfield’s Bondi Junction, is kitted out with mirrors, ‘a fitting table’ (where you can design you own mobile covers and put together an “outfit” for your mobile inspired by Vogue and other style bibles), mannequins sporting the latest tech gear, ‘objects of desire’ encased in glass.
Style Pods, screens with interactive social media and cool tunes playing in the background are among the other innovations to entice consumers at Move’s tech emporium.  

The fashtronics store has also attracted a lot of interest from vendors and competitors, says Dykes.
The store has a more chill-axed vibe than rival electronics stores – a place to ‘hangout’, rather than just purchase and go. 
Tech-mad consumers are hanging out playing Leap Motion, working on phones designs or listening to music, similar to the Apple store. Move also has customer footfall trackers instore, although has not analysed data yet. 
Move staff also spend time with the consumer, talking them through the story of the product. 
Social media is also playing a role and Move has a full digital marketing strategy, including a local Instagram community, which will expand as Move opens in new locations. And Move does not underestimate the power of Facebook, either.  
Dykes, who formerly headed Dixons ‘Blacks’ store in the UK, has been spending a lot of time in the Bondi store talking to consumers, who have given him some really goods ideas, tips on brands they want, “stuff we would never have thought of”, he admits.  

Move is “far more intimate” than Blacks, designed to appeal to both males and female, and takes the ‘fashtronics’ concept further.  
The retail Director is also expecting a busy Christmas and the store is about to change to a ‘Christmas party’ theme in the weeks ahead. “We use store fronts like a magazine cover”, and change it every week along with store themes.  
“We’re pretty confident we’re on to something”, and want to take Move global, and aims to have 30 stores in Australia alone. 
“Watch this space”, he says.