New team players have the right attack

By Price Attack | 30 Apr 2021 View comments

When the AFLW Lions won’s this year’s premiership, Aimee Ivanovic had more than an invested interest than most fans in watching the game and its outcome.

The national marketing manager for Price Attack salons says the company’s partnership with the champions of women’s sport is a relationship that will showcase the players’ talents in as many ways, as the brand.

Ivanovic is part of a new line up of experienced professionals joining the leading professional hair care retailer brought in by chief executive officer John Pascoe to help the company achieve its 2025 strategy of growth. 

Experienced professionals

So dedicated to the model of ‘bricks and mortar’ retailing, along with its commitment to expansion, is Pascoe, he has also brought in a dedicated network development manager for Victoria with sights set on opening the company’s first Melbourne CBD store this year.

The hair care sector is worth $500 million a year and continues to grow 3 per cent year on year. Price Attack Salons is ranked 3rd largest in the hair care industry, with Pascoe keen to challenge their ranking.

Ivanovic brings to the brand credited marketing skills. She worked for over six years at the ground level as marketing manager for BMW dealerships before heading to Melbourne to manage retail marketing, events and sponsorships for the MINI brand as part of BMW Group Australia. 

Missing the sunshine, she moved back to Brisbane for the role of national marketing manager at 99 Bikes.

“It’s a brand I’ve known since I was young and the idea of working for such an established beauty brand was something, I felt passionate about,” Ivanovic says.

“After doing some research on the company’s history and since learning about its future, there are endless opportunities for where we can take the brand particularly with our commitment to women’s sport.

“The partnership excites me because it is about empowering women: not only do we exist to empower women in business, but now also in sport. We want to be #1 and we aren’t going to shy away from that.

“We will cement ourselves as ‘the authority in hair’: everything from the products/brands we stock, our award-winning stylists in salon to our informative content across all platforms.”

Like all retailers, Ivanovic is realistic about challenges the brand faces, but don’t dare tell her retail is dead. 

“I’m passionate about retail: the reality is retail is very much alive and well, people love to shop,” she says.  “It is the brands who forget to adapt and evolve that are the ones who fall behind. We have to continue to be front of mind and relevant to the customer. 

“Price Attack has strength in our long history, but it also means we need to remain new as a brand from a customer perspective. A lot of our stores look different and we have ‘evolved’ several times in our brand’s look and feel. My goal will be to consolidate and streamline all Price Attack salons to continue to deliver as the ‘authority in hair’.

“We have a strong national footprint and we aim to continue to be top of mind in every state when it comes to consumer awareness for when it comes to anything hair. The opportunity for growth is also exciting.

“Price Attack has so many innovative projects in the pipeline that it’s impossible not to be excited for what is ahead for our brand. Everything from our franchise growth and store fit outs to our exclusive brand/supplier partnerships. The future is bright!”

Dedicated to recruit in Victoria

Sharing Ivanovic’s enthusiasm is Alex Forbes, joining the team as a dedicated recruitment expert after a major PR push in Victoria has created never before seen interest in Melbourne and parts of regional Victoria. 

The new Victorian network development manager has a proven track record of performance in the franchise sector after working with a number of leading franchises. 

He echoes Ivanovic statements about a bright future for existing franchisees and those keen to join the family.

“The pandemic has really been a barometer of how successful we can really be and how our stores can operate,” Forbes says. “Our main goal as stores, was to keep our doors open to help customers with home deliveries at the height of the lockdowns. 

“Retail came into its own as many people looked to try new colours at home, but at the same time as soon as salons reopened the service side went crazy with people craving treatments, not to mention a new ‘Zoom-look’. You cannot get a haircut on the internet, so the service side of the business becomes king.

“That is the real beauty of this business model that it has the dual revenue streams. If that marriage of retail and service can hold up during a crisis, it says something. 

“Our recruitment process emphasises and underlines our franchisees capabilities, and in these Covid times the security in being your own boss.

“Price Attack salons focus on network expansion has brought about a big increase in franchise applications across Australia. Our next new storeowner might already be in another franchise and wants to diversify. We love to diversity within our business sector. 

“Our best performing stores are those who happily work with the brand and changes. Customers value the trust that comes with a local business owner and the fact our brand is Australian owned and operated.

“If you love retail and service, are ambitious, collaborative and want to be in business to be you and for you, then you need to contact us now.”