Myer has introduced the “Find Wonderful” as part of its first brand revamp in a decade – but it's more than an advertising tag line, according to the department store's CEO Bernie Brookes.
The positioning is the result of the department store's work with Clemenger BBDO, which won the long-fought battle for the retailer’s creative account in August.
Brookes said: “In the fast changing retail landscape we wanted to know how and where we fit into the expectations and desires of today’s retail consumers. We now better understand who our shoppers are and what they are looking for when shopping at Myer.
“Consumer expectations and behaviour have changed. We’ve been progressively making changes and improvements to our business and we think our offer today is as strong and relevant as it has ever been. To reflect that, we asked Clemenger to help us tell the Myer story in a contemporary way, while drawing on our 100 year heritage as Australia’s leading department store.”
At the same time, Myer is relaunching its internal values and business purpose to boost employee engagement.
Brookes added: “We have crystallised our vision and our team members have responded very strongly to the themes. Our team is incredibly energised to bring ‘wonderful’ to all our customers.”
Earlier this month Myer launched its Christmas Giftorium, the first element of its festive push. Clemenger BBDO Melbourne will also work on the retailer's Christmas campaign.
The agency worked with fashion specialist Unit1 Creative on the campaign.
TV ads went live yesterday (26 October) and cinema, online and in-store media will roll out this week.
Myer chief merchandise and marketing officer Daniel Bracken, who joined at the start of October, said: “This is a significant moment for the Myer brand, the first major re-launch for almost 10 years, and we have ensured the campaign will have the media impact to do justice to the emotion at the heart of our message."
In September, Myer revealed a 22% fall in profit to $98.5 million for the year ending 26 July 2014, and broadly flat year on year sales, up just 1.2% to $3.1 billion for the year.
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