Millers fashion chain sees biggest brand makeover in 20 years

8 September 2015

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Millers customers will be the stars in the latest multi-channel campaign for the fashion retailer.

Australia’s largest women's apparel retailer, Millers, has undergone a major brand revamp with the launch of a new print, TV and online campaign featuring real-world customers as models.

The Millers & Me campaign, which has been in development for two years and rolls out from September 9, showcases seven customers across all advertising materials, a move the company describes as the “first step towards the ultimate goal of only using customers as models and ambassadors.”

Specialty Fashion Group, owner of Millers and other fashion labels including Crossroads and Katies, have developed a significant loyalty base for their leading brand since launching in 1993, with a database of more than 3 million women across Australia and New Zealand.

Millers brand director, Jane McNally, said the rejuvenation is part of a long-term strategy to increase brand sentiment and recognition, using real-life models aged over 40 to help boost loyalty and drive customers to engage more often.

“At Millers, everything we do is for the love of our women. Our women are used to putting everyone else’s interests ahead of their own and our customers felt very misrepresented in the media. The way they were being presented was dowdy and frumpy. So we put out a call on Facebook for models to be able to give them something back,” she said.

The brand had a brilliant opportunity, said McNally, with store and range investment starting “to look a bit tired” and an under-serviced market demanding to be met.

“We talked to customers and found out about what they really wanted. In response we created the biggest multi-channel brand campaign since our launch. It is a brave step in a way - to use real women.”

The brand overhaul will also include store re-design by London-based HMKM design agency and the Seeing Me Project, a “digital community hub” where customers can apply to be a Millers model, see interviews and behind the scenes footage from photo shoots.

“The Bankstown store was the first to undergo a re-design. It now resembles a home, with iPads in sitting rooms and communal areas,” said McNally.

Watch the TV spot here and behind the scenes film here

Creative Agency: YOLO
Media Agency: Chaos Media
Public Relations: Crossman Communications

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