Launched as part of a ‘Speak Up' campaign rolling out this week, the online community aims to socialise the online shopping experience.

With more Sportsgirl customers spending time online, the revamped website aims to deepen online brand engagement by establishing a destination for consumers to seek out and talk about fashion.

The online community enables consumers to converse via forums, blogs, vox pops and polls.

CEO of Sportsgirl, Elle Roseby said: "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."

Citrus in collaboration with Sportsgirl designed the site to allow users to share Sportsgirl content across social media platforms they may already be involved in, including Facebook, Twitter and Myspace.

CEO of Citrus, Peter Noble said: "Sportsgirl recognises that its audience is spending more time online and there's a large social component to their online behaviour."

sportsgirl.com.au

CLICK ON THUMBNAILS...