Sportsgirl still does $99M a year at 77 years old with a marketing strategy built for one customer.

Sportsgirl still does $99M a year at 77 years old with a marketing strategy built for one customer. This brand has survived every major mass retailer like Zara, H&M, ASOS. Every one of them tried to take Sportsgirl's customer and every one of them failed. Sportsgirl kept theirs. And the reason why they've survived, they have 100% owned and maintained ownership of their category, which is Australian teenagers. This brand has been going for so long, it's part of Australia's DNA. I remember being a teenager and shopping at Sportsgirl. It was fun. It was literally like being a kid in a lolly shop. Affordable fashion, loads of styles, bright colors, prints, trends. All your friends were wearing it, so you wore it too. And the accessories. And finally enough, I actually had a pair of leather slouch boots. They were flat, they were the best pair of boots I've ever owned. I wore those boots in my 20s all around Europe and when I worked on Chapel Street at a boutique. They were brilliant shoes. Their accessories have always been amazing. And then they brought in upsells like lip gloss, key rings, pouches, everything you can think of. The stripe logo and bag is recognizable. And the brand has been loved by generations. Sydney, you're gonna want to see this! Stop by Bondi. Tell me what was your number one thing? I think my sister worked at the store. I just buy line straight for the boutique.