Fashion brands are leveraging the Australian Open's popularity to boost sales, even without official tournament sponsorships. Witchery and Michael Hill, among others, have launched 'tennis edits' featuring suitable apparel and accessories, attracting fashion-conscious consumers attending the event. The brands aim to capitalize on the 'tennis style' trend, particularly in January when retail typically slows down.
The Australian Open is being targeted as a sales and marketing opportunity for fashion brands wanting to capitalise on the rise of tennis style – and they don’t even need an official tie-in with the tournament to play.
From left: Fashion designer Effie Kats, American influencer Morgan Riddle and former AFLW player Moana Hope at the Ralph Lauren marquee at the Australian Open on Sunday.Jennifer Petropoulos, Witchery’s head of marketing, says the brand started thinking about the tennis 12 months ago, by making sure its collection had appropriate pieces, including in linen, denim and lace.Challengers
Petropoulos says dressing celebrity guests at the Open, including influencer Rozalia Russian, model Annalise Dalins and Costeen Hatzi, the partner of Nick Kyrgios, maintains Witchery’s position as a “style authority”.“It’s been so insightful to see what styles they have chosen, from the quite dressy pieces, pared back with a flat shoe, to … casual pieces such as a cropped white denim shirt,” she says.
Australian influencer Eloise Mumme wearing a dress from Witchery’s “tennis edit” before the Australian Open.
FASHION AUSTRALIAN OPEN BRANDS SALES TENNIS STYLE
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