Country Road looks to make Covid-19 vaccination fashionable

The Country Road Group is offering $100,000 in fashion prizes to those customers who get vaccinated against Covid-19.

Customers at Country Road Group stores can enter the draw to win one of 25 all-new wardrobes, each to the value of $4000. Picture: AAP

Country Road Group, whose retail stable includes brands such as Country Road and Witchery, is seeking to make getting the Covid-19 vaccination a highly sought fashion accessory by ­offering $100,000 in prizes to vaccinated customers.

The move comes as recently appointed Country Road Group boss Raju Vuppalapati braces for what he hopes will be a bumper reopening of his stores across NSW next week, and later Victoria, in the lead-up to Christmas, when fashion retailers such as his make their biggest sales.

Mr Vuppalapati has become personally accustomed to the disruptions caused by the pandemic and closure of state borders. He was poached from boots and outback retailer RM Williams in April, but has had his application to move from Sydney to Country Road Group’s Melbourne headquarters rejected five times by the Victorian government, and only now has he been given the green light to cross the Murray River.

Now he is preparing for Country Road Group’s more than 330 stores across brands Country Road, Mimco, Politix, Trenery and Witchery to once again welcome customers in stores in NSW from next week.

Aiding the recovery of bricks-and-mortar stores, Country Road Group has unveiled its competition to encourage getting the jab. From Thursday, customers at its stores can enter the draw to win one of 25 all-new wardrobes, each to the value of $4000. Entry to the “Together

Country Road Group boss Raju Vuppalapati.

We Can” competition is open to all loyalty customers who will be fully vaccinated by Monday, November 8, via the digital and social media channels of each Country Road Group brand.

“I think all of us have experienced the biggest global pandemic in our lifetime at least. It is a public health emergency and in the last 18 months our lives and our livelihoods in some shape or form have been impacted, the socio-economic fabric of the nation, and we have been under a lot of stress,” Mr Vuppalapati said.

“The vaccinations have proven efficacy in reducing serious illness and we are coming to a moment in time as a responsible company entity that we are taking a position on this … and lets play a role, play a part, not just talking to our employees, which we are doing anyway, but also to our customers and broader community.

“We know vaccination is our ticket to allowing us all to get back to many important aspects of community life. I am proud to be leading our business as we call on our loyal customers to help us reopen our stores, safely welcome our team members and customers back instore and, most importantly, ensure the health and wellbeing of all Australians.

“Our team is busy preparing for the reopening of all stores when vaccination benchmarks are met and, as the nation opens up and we return to workplaces, events and social celebrations, I’m sure a wardrobe update will be a very welcome reward for many.”

Mr Vuppalapati said Country Road Group would ask that all customer-facing staff in NSW and Victoria be double-vaccinated and that staff unwilling or unable to be vaccinated could be moved to other positions within the company or areas where they were not in direct proximity to others such as in a store.