What happens when a bunch of hipsters open a shop on Brunswick St, leave it mostly empty, do no marketing and have such minimal signage and branding that most people don’t even notice what the shop sells? It fails and closes quickly. This is the story of Heist. It was not my intention to write so many stories about failed businesses in Fitzroy this week, but that’s what I’m seeing.

hipsternomics hipsternomics

hipsternomics

9 thoughts on “hipsternomics

  • 27 August 2010 at 12:27 pm
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    It’s a shame that so many businesses are unable to create successful marketing and communication plans. They’re not easy to do, but it’s an essential part of being heard these days and owners ignore it at their own peril.

    Is it expensive to outsource this aspect of a business to an agency? Doing it yourself would clearly be cheaper, but perhaps new businesses should keep this option in mind if they don’t have the time to market themselves?

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    • 27 August 2010 at 3:08 pm
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      I think the problem with outsourcing is an external agency never really understands your business and their content is usually naff and not effective.

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  • 27 August 2010 at 4:38 pm
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    i thought that they had just papered over the window to do a window redress or something – but realised after a few days that this wasn’t the case and I felt sad but astounded that they closed so quickly!

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  • 27 August 2010 at 7:44 pm
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    Heist closed pretty sadly. But there is a bit more to the story than they weren’t selling anything. The bro who owns the joint is a big time importer and seriosuly astute business man. Some gangster land lord rolled on this guy and he lost the space. The presence of hype amongst the target market is strong and the store is lauded internationally. Easy on ‘the you can’t run a store in hipsterville’ chat there fella.

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    • 27 August 2010 at 7:53 pm
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      I’d expect that if the shop was doing well it would have moved somewhere else quickly. I found the lack of a ‘we’re moving to…’ sign on the door telling.

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  • 28 August 2010 at 7:57 am
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    I remember walking past around 6 months ago, the shop was all locked up and there was a letter from the landlord stating they were seizing the premises due to a breach of something or other….All seemed to work out ok at the time though, as they were back open within a week.

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    • 30 August 2010 at 8:03 pm
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      You’d have to sell lots of jeans to pay that!

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  • 27 September 2010 at 1:23 pm
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    @DK “Some gangster landlord”?

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