Sportswear brand STAX is loved by stars and shoppers alike – its Sydney owner has now revealed the trick behind its viral popularity.
An Australian woman has revealed that a single text message earned her $200,000 in just four minutes.
Matilda Murray, from Sydney, has shared the clever marketing strategy she is using ahead of a new launch on sportswear brand STAX which she owns with husband Don Robertson, 33.
The 30-year-old has built a solid database of over 100,000 customers who have ‘VIP’ access to their latest collection the day before a main sale begins.
Everyone on the list receives a text message warning them that a temporary window has opened to buy the clothes before the general public – with Matilda telling news.com.au it’s working “exceptionally well”.
“The VIP early access time is never announced,” she said.
“Those who have registered via the link have the option to shop one night before the general public – with the VIP launch open for 30 minutes or the first 1000 orders only.
“We have a very engaged community that loves the opportunity to secure their coins ahead of the official launch.
“We also often sell out-of-stock pieces, so they basically have ‘two tries’ to nab the bestsellers.”
On Thursday, the brand gave shoppers access to its Winter 22 collection – a capsule collection of “versatile” tracksuits for the colder months – and shoppers went wild, swiping $200,000 worth of stock in less than five minutes .
The brand has partnered with MAFS alum Domenica Calarco who modeled the articles and posed for the marketing campaign, with Matilda explaining that the reality TV star was the “perfect match”.
“Dom and I became friends before and we were looking for someone who represented the vision of the collection – someone everyone loves and can relate to,” Matilda said.
“Australia loves Dom and an absolute pleasure to work with.”
Earlier in the week, Dom’s promo post with STAX went viral after a Qantas employee photobombed her at the airport.
The 28-year-old was returning to Sydney after attending the Logies on the Gold Coast when she posed for a series of snaps wearing a brown tracksuit from the new STAX collection while waiting in the airport check-in queue.
However, as Dom shot a sultry look over her shoulder as she leaned against a white suitcase, the airline staff member posed behind her, raising both hands in the air in ‘V’ signs.
Social media users were quick to spot the airline worker’s ‘brilliant’ gesture – calling the employee a ‘legend’.
“LOVE THE PHOTOBOMB,” wrote one user.
“The guy at reception is awesome,” said another.
And one said: “This Qantas employee is a legend.”
So many Dom followers commented on the mystery star in her snap, she responded by writing, “He was the best!”
The Qantas worker appeared in the background of another photo on Dom’s post – a paid collaboration with the sportswear brand she’s been wearing in the snaps – but this time he appeared to be hard at work.
Since appearing in the 2022 season of MAFSDom has forged a successful career as a fashion and beauty content creator.
She collaborated with Australian e-tailer Showpo to launch its own capsule collection featuring 50 pieces at prices between $44.95 and $119.95.
Dom also relaunched his OnlyFans account on Thursday, releasing the racy image at the heart of the show’s “nude photo scandal” in order to “take back” his power.
“Freeing him is a very Dominican way of taking my power back and saying, ‘You know what, you wanted the picture, here it is. But guess what, you’re going to have to pay for it,’ she told news.com.au.
“Everyone wanted to know what it was about, well you can see for yourselves now.”
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