SFG’s expansion in to the USA

SFG’s expansion in to the USA

Last week our CEO Gary Perlstein was on the road in California visiting our City Chic stores in the USA!

2014 was a milestone year for SFG as we opened our first stores overseas as part of SFG’s growth strategy into international markets.

Gary Perlstein with some of our glamorous City Chic Team Members 

SFG’s purpose is that: We will be a global market leader as or brands change the perception of fashion; our City Chic brand is our first as they lead a world of curves through fearless fashion.

Gary spent time with our City Chic team in California, sharing with them our new purpose and seeing and hearing WHY they come to work every day.

• Why do we do what we do?
• What makes us get out of bed in the morning? 
• How will my contribution make a difference? 

No matter what your role is at SFG we want out Team Members to understand they are impact on SFG’s PURPOSE. Whether you work in a store directly interacting with customers or if you work in a support function, it’s important you remember the WHY so that you can deliver the best customer experience and having a great time doing it.

If you share a passion for our purpose being a global market leader as our brands changes the perception of fashion then we would like to hear from you! Please feel free to send your CV through to recruitment@sfg.co

Part 2 of our Company Purpose launch: Fail fast, surround yourself with extraordinary people, hire your weaknesses, and tap into your customers...

Last week we blogged about our Company Purpose launch evening and shared with you SFG’s purpose. Now that you know what makes us jump out of the bed in the morning – we want to share more about the event, the inspirational special guest, along with insight into what some of our fabulous brands have been doing to change the perception of fashion!

After we indulged in some tasty canapés, drinks and had an update on the State of Origin scores, we welcomed the motivational entrepreneur, Lisa Messenger, author, publisher, Founder and Editor in Chief of the Renegade Collective magazine. The Collective Magazine appeals to game changers, rule breakers and thought leaders with a common appetite for challenging the status quo.

Lisa is a dynamic, high energy individual with strong values led ambition. She lives and leads with purpose!

Gary Perlstein & Lisa Messenger 

Lisa’s philosophy and approach to life had such an uncanny alignment to our PURPOSE that it was a bit surreal. She is passionate and 100% living & breathing her PURPOSE – she believes that anything is possible if you back yourself, never give up and surround yourself with an amazing team. She told us to “Fail fast, surround yourself with extraordinary people, hire your weaknesses, and tap into your customers…”

To read more about Lisa Messenger or the Renegade Collective check out her site The Collective

After Lisa’s inspiring segment, our CEO, Gary, took to the stage once again and asked representatives from three of our brands to join him to share the brand journeys and how they are bringing our purpose to life.

First up, was Carly Turner, Marketing Manager for City Chic who spoke about their passion for their customer by giving her both what she wants and needs.

She told us about the brands light bulb moment that they could be more than just a clothing retailer; “We could be a community, a sisterhood and a brand that our customers really wanted to be part of.

It was from the creation of our community and sisterhood that we learnt our customers wanted to look like their skinner friends and have the same shopping experiences as them. They didn’t want to wear daggy moo moos, they wanted to wear fashion they could pick-up in, that made them look hot but more importantly feel hot!

Our customers showed us they wanted to be bold, sexy, glam and chic, they wanted to be part of a brand that embraced and celebrated curves, a brand that would change the face of the plus size industry.

To show the customers we were listening we knew we had to do something bold that would make a stand for curvy women everywhere.

City Chic made history as the first plus size fashion brand to walk the catwalk along straight size designers at Rosemont Fashion week. In true City Chic form we shocked the crowd and the press as international model Laura Wells tore off her skirt revealing a display of curves that had never been seen on the Australian runway!”

City Chic has grown from strength to strength and recently opened its’ 100^th store and is our first brand to spearhead SFG’s international growth as they launch stores in South Africa & the USA. The City Chic customer is bold, sexy & glam; she isn’t afraid to showcase her curves & lead a world of curves through fearless fashion.  To see more of what CC is up to Click Here and check out Inside CC!

Carly Turner, Linda Whitehead, Christabel Warner & Gary Perlstein

Next, our Crossroads Brand Director, Linda Whitehead, spoke to us about the Crossroads woman; she is real, down to earth and fun, she wants to feel comfortable in her clothes but she feels she doesn’t fit in the world of fashion today – this was their challenge! They had to redefine fashion for their customer and they took it upon themselves to deliver great products that build our customers confidence by understanding what she really wants.

A significant step was to start using a gorgeous size 12-14 model in their advertising campaigns as she represented the reality of Australian women. The feedback from our Facebook fans has been overwhelming! Women were suddenly telling us that they can finally see how the product would look on them and it was about time ‘average’ sized women were being used to advertise clothing. To check out our beautiful model In the Crossroads Style Edit

Crossroads is here to support busy women at different stages of her life and as her body changes. The brand has created jeans that fit and flatter woman at any age of any size. Through their ‘Fit Bus’, launched a the Easter Show in Sydney earlier this year, they are touring the east coast of Australia, helping women find great fitting pants, no matter what their shape or size.

Finally, we passed the mic over to Christabel Warner, National Operations Manager for Autograph. Christabel spoke about the brands journey of reconnecting with the customer and really understanding the struggles she has in life but also in finding clothes that make her look & feel confident.

We were introduced to the body image movement led by Taryn Brumfitt, and watched her thought provoking video. Watch this space for the brands collaboration with Taryn and the body image movement! We encourage everyone to take a look Body Image Movement

A little gift for our Team Members to keep the PURPOSE fresh in their minds

As the evening was drawing to a close we turned our attention to the screens to watch another short video – but this time shot by SFG’ers - where some of our Team Members and customers spoke about their roles bringing our PURPOSE to life & WHY they do what they do.

Here at SFG, we don’t take ourselves to seriously and always enjoy a good laugh so we prepared a bloopers reel! Some will say it was the highlight of the night!

The lights went up and each attendee was a presented with a copy of Lisa Messenger’s book, Daring & Disruptive and were given the opportunity to have it personally signed and even a photo with her!

It was a busy, full-on, fun packed event. We had a serious message to communicate but we had some laughs along the way. We left inspired, motivated and connected to our purpose. We appreciate everyone’s commitment in attending and really hope that they got something out of the event. Maybe inspiration, a new idea, a connection to their PURPOSE? As Gary said “The characteristics we look for in our team members include; consistency, fair play, authenticity, scope to grow, learn & develop & persistence.”  

We’ll leave you with one final thought:

People don’t buy what you do; they buy why you do it.

And what you do simply proves what you believe.

Do you know why you jump out of bed every morning? Do you know why you do what you do

#ourculturecode

Last week we launched our new Corporate Purpose, or Mission Statement, to our 400 Support Office Team Members in Sydney. We kept the event a secret and built the suspense and excitement through enticing (but ambiguous) emails and teaser posters throughout the building – after weeks of speculations we had some very interesting theories about what we were doing!

The night was a huge success and a milestone in SFG history as it was the first time we had everyone together in one forum.

Beautiful product in the Ivy ballroom

From 4pm our Team Members started to fill up the Ivy Ballroom and at 5pm the doors shut when Gary Perlstein, our CEO, took to the stage. Gary started SFG back in 1993 and is a key figure in our business. Gary gave us an update on the business performance in FY15 and delivered our key focus for the new year ahead. He outlined our group KPI’s and goals to emphasise that whilst we are a multi-brand group, where each brand has its own targets and goals, we are one #sfgfamily, and it is important we all know what our common goals are.

Then our Leadership Team took to the stage to introduce their individual brands/departments along with key focuses for FY16 – we even learnt their star signs, both Western & Chinese which included everything from a Rat to a Tiger! We had a Q&A with Gary, with questions from Team Members, asking what they really wanted to know about him. They ranged from personal to the professional; one of the stories he told resulted in him rolling around on stage to re-enact a key store moment for him, early on in SFG history!! (there’s no photo of that unfortunately!)

Gary Perlstein, CEO

After this, Gary got to the core of the event – WHY were we all there? He introduced us to Simon Sinek’s, Leadership expert and Author, principle: The Golden Circle. Most of us know WHAT we do and HOW we do it – but how many of us know WHY we do it? If you can identify your WHY you will be inspired and inspire others. Successful, authentic and respected companies (and people) are connected to their WHY, they live it and breathe it.

As SFG has changed and grown over the years it was important for us to re-evaluate our WHY and make sure we knew not only what we did and how, but more importantly WHY we did it. To see more of what we are talking about visit Simon’s website: Start with Why

So, what is our WHY? What inspires us?

Our new corporate PURPOSE …….

We know our reason for being is a little aspirational, but we dream BIG because we believe we CAN!

You might be asking, WHY such an ambitious statement? You’d be right in stating it is ambitious – but we aren’t afraid of that. Let’s ask a different question?

•         WHY is fashion just for the young or the skinny?
•         WHY doesn’t everyone deserve to look and feel great in what the wear?
•         WHY should anyone feel marginalised because of their age or size?

Our brands don’t exclude anyone and cater for the mature and curvy because our customers deserve the right to look great and feel confident. To quote Gary on the night “We want to build confidence and self-esteem to help change people’s lives – to be life changing!”

Our lovely City Chic Team - looking bold, sexy & glam! 

Some of the stories we hear from customers in our stores would shock and upset you; women who have been abused because of their size, by both strangers and supposed loved ones; made to feel insignificant, not worthy and disgusting. People should not determine their success or failure based on their clothing size. Whether you lose or gain weight your self-worth should not fluctuate. There needs to be a shift in society towards promoting a body positive image and fashion retailers have a key part to play. 

This is WHY we are on a mission, we are living with PURPOSE.

In the second part of our blog next week we will talk about our inspirational guest speaker and provide more insight into what some of our fabulous brands have been doing to change the perception of fashion!