Myer might be your store, but it's now focusing on helping you find something wonderful. This week, Myer has undergone a brand relaunch, replacing its traditional "Myer is My Store" tag line with a new "find wonderful" message.
Long-term ambassador Jennifer Hawkins is noticeably absent from the relaunch, with 20-year-old Adelaide actor Tilda Cobham-Hervey the star of the show. Despite the snub, Hawkins is still the face of the department store, with the model/businesswoman allegedly on a multi-million dollar contract with Myer until 2016.
“Jennifer Hawkins is the face of Myer and continues to help us create wonderful experiences for our customers. Whether it’s launching our new stores, showcasing new collections on the catwalk, appearing in our new catalogue coming out this week, or judging Myer Fashions on the Field, no one helps us find wonderful quite like Jennifer,” says Myer corporate affairs chief Amanda Buckley.
Cobham-Harvey was chosen for the rebranding as she fits the "emotion" of the new campaign. Clemenger BBDO Melbourne created the campaign in collaboration with fashion specialist Unit1 Creative, with the relaunch being Myer’s first in almost 10 years.
“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," says Myer chief executive Bernie Brookes.
“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.”
“It is a way of showing our customers we understand what they are looking for, and sharing our love of shopping and the great moment of joy that comes from finding just what you want. This is the inspiration behind our new brand thought – ‘find wonderful.’”
Myer chief merchandise and marketing officer Daniel Bracken adds, “This is a significant moment for the Myer brand, the first major relaunch for almost ten years, and we have ensured the campaign will have the media impact to do justice to the emotion at the heart of our message.
“The campaign is designed to appeal to our growing contemporary customer segment, as well as emotionally engaging with all our existing customers.”
