ASSIGNMENT 3 ：

INTRODUCTION TO RETAILING-
VIRTUAL STORE DESIGN+REPORT

SCARLETT + LIL SKY

BY S4003626 S4102394
 BRAND OVERVIEW Founded by Ena Hadzielimovic, Australian
owned Fast Fashion brand, Hello Molly was
F1
launched in 2012.
F3
Hello Molly, offers its customers an affordable
yet trendy option for clothing and accessories.
Hello Molly holds the beleif that “Every girl
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should have access to on-trend wardrobe
essentials that dont break the bank”

Over 10 years from the brands launch, Hello

F4 Molly has been able to operate solely online,
with no physical retail presence. Starting as a
small clothing retailer, Hello Molly is now an
international success and available to shop in
over 100 countries.
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TARGET MARKETS F7

Hello Molly primarily targets a young female

audience, particularly those in their late teens
to mid 20's.

The brand focusses on trendy, affordable

fashion that appeals to a youthful style F6
conscious audience.

Their marketing often emphasises fun, vibrant

aesthetics and is heavily promoted through
social media platforms like Tik Tok and
Instagram, aligning with the interests and
shopping habits of Gen Z and young
millennials .
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MERCHANDISE ,
PRODUCT MIX
Hello Molly offers an extensive range of Women's
clothing and accessories with a rapid turnover of
almost 100 new products each week being launched
onto the website.

Hello Molly has a significant depth of products as well There are 5 categories under the clothing clothing
as width. tab
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Under the dress category alone there are 13
subcategories
11 subcategories under Tops
17 sub categories under Bottoms
5 under Play suits
6 under swim

Hello Mollys’s merchandise tailors towards a very

particular audience, being highly feminine and trendy.
 COMPETITOR ANALYSIS
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F11 Hello Molly, a leading Australian online retailer
specializing in women's fashion, faces competition
from several brands in the industry.One of the main
competitors is Showpo, also an Australian-based
retailer with a focus on e-commerce. Showpo is also
known for its stylish and affordable women's clothing.
In terms of online presence, Showpo has a large social
media following and is expanding its market presence
by partnering with online celebrities.

F12 F13
PROMOTIONAL STRATEGYS
Social Media: The brand is active
on platforms like Instagram and
TikTok, sharing stylish content and
working with influencers to show
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their clothes.
Email Marketing: Sends newsletters
with special deals, new arrivals,
and fashion tips to keep customers
engaged.
Sales and Discounts: Offers regular
sales, discounts, and special
promotions, especially during
holidays or events.
Influencer Collaborations: Partners
with fashion influencers to promote
their products to a wider audience.
VISUAL MERCHANDISING AND
BRAND AESTHETICS
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Bright Colors: Uses light, bright colors like pink, white to make the store feel
cheerful and trendy.
Stylish Displays: The clothes are displayed in a way that shows complete
outfits, helping customers see how to style the items.
Modern and Clean Design: The store layout is simple and clean, making it
easy for customers to find what they want.
Online Aesthetics: The website and social media also match this style, using
the same bright colors and trendy look to keep the brand consistent.
STORE
The Location for Hello Molly’s retail store is
LOCATION 457 chapel st. Chapel Street is on of
Melbournes most iconic retail destinations.

We have identified Chapel street to be a

prime location for Hello Molly’s store as it
attracts a lot of
foot traffic
targets Hello Molly’s customer base
Is located near stores such as Glassons
and Cotton on, thus attracting customers
from the same market
this location is close to the Melbourne
CBD and is also a location for many
large office spaces, thus attracting a
large customer base outside of
weekends.
The original shop front is
located on 457 Chapel
St South Yarra
VIRTUAL
STORE
DESIGN
THANK YOU

Scarlett
Lil Sky
REFERENCES
F1 Hello Molly. (2024). Fashion For Women | Official Online Store. [online] Available at: https://www.hellomolly.com.au/collections/dresses/products/luxe-arrival-satin-mini-dress-yellow [Accessed 15 Oct. 2024].

F2 Hello Molly. (2024). Fashion For Women | Official Online Store. [online] Available at: https://www.hellomolly.com.au [Accessed 15 Oct. 2024].

F3 Hello Molly. (2024). Fashion For Women | Official Online Store. [online] Available at: https://www.hellomolly.com.au/collections/dresses/products/love-letter-to-you-maxi-dress-pink [Accessed 15 Oct. 2024].

F4 Hello Molly. (2024). Fashion For Women | Official Online Store. [online] Available at: https://www.hellomolly.com.au [Accessed 15 Oct. 2024].

F5 Instagram. (2020). HELLO MOLLY on Instagram: ‘Happy Mean Girls day to all who celebrate 💋🩷 #hellomolly’. [online] Available at: https://www.instagram.com/p/DAqGpHuyQZS/ [Accessed 15 Oct. 2024].
F6 Instagram.com. (2024). Blocked Page. [online] Available at: https://www.instagram.com/p/C_klJFcSfEU/?img_index=1 [Accessed 15 Oct. 2024].

F7 Instagram. (2020). HELLO MOLLY on Instagram: ‘Spooky season is here, babe 👻🖤

What is your vibe this Halloween? Comment your pick down below 👇🏽 #hellomolly’. [online] Available at:
https://www.instagram.com/p/DAYFF-cS9-H/?img_index=1 [Accessed 15 Oct. 2024].

F8 Hello Molly. (2024). Fashion For Women | Official Online Store. [online] Available at: https://www.hellomolly.com.au.

F9Hello Molly. (2024). Fashion For Women | Official Online Store. [online] Available at: https://www.hellomolly.com.au.

F10“Uma Maxi Dress - Glitter Tulle Strapless Ruched Side Dress in Nude.” Showpo, 2024, www.showpo.com/uma-maxi-dress-glitter-tulle-strapless-ruched-side-dress-in-nude.html. Accessed 15 Oct. 2024.

F11“Juliet Midi Dress - Sequin Bustier Shoulder Tie Thigh Split Dress in Black.” Showpo, 2024, www.showpo.com/juliet-midi-dress-sequin-bustier-shoulder-tie-thigh-split-dress-in-black.html. Accessed 15 Oct. 2024.

F12“Ultra Glam Dresses & Outfits with Sequins, Satin & Shimmer.” Showpo.com, 2024, www.showpo.com/edits/ultra-glam/. Accessed 15 Oct. 2024.

F13“Fashion for Women | Official Online Store.” Hello Molly, 2024, www.hellomolly.com.au/collections/new/products/darling-daze-off-shoulder-mini-dress-green. Accessed 15 Oct. 2024.

F14“Fashion for Women | Official Online Store.” Hello Molly, 2024, www.hellomolly.com.au/collections/new/products/nyc-nightlife-satin-maxi-dress-yellow. Accessed 15 Oct. 2024.

F15“Fashion for Women | Official Online Store.” Hello Molly, 2024, www.hellomolly.com.au/collections/dresses/products/base-the-elite-cami-ribbed-bodycon-mini-dress-latte. Accessed 15 Oct. 2024.

F16“Fashion for Women | Official Online Store.” Hello Molly, 2024, www.hellomolly.com.au/collections/new/products/base-cuffed-sweatpants-navy. Accessed 15 Oct. 2024.