Sportsgirl, in collaboration with digital agency Citrus, has launched Australia’s first online retail community.

As part of Sportsgirl’s ‘Speak Up’ campaign, the retail community is an attempt to socialise the ecommerce experience by providing customers with a voice. The creators are hoping the community will be a destination for discussion on fashion, style and culture. Users have interactive tools such as forums, blogs, vlogs, vox pops and polls.

The community aims to reinforce the online store, deepening brand engagement and encourages consumers to ‘stay and play’. The relaunch is supported by an in-store and external marketing push attempting to drive customers online.

“Building an online community is a key brand initiative this year and represents the merging of online and retail. It’s a great platform for experiencing the brand and we want to ensure we remain relevant with our customers and the way we communicate with them,” said Elle Roseby, CEO of Sportsgirl.

The site has been designed with a low barrier to entry in mind, allowing users to share content across other social media platforms.