This demographic represents a key focus of Myer’s efforts – meaning it has to bring in new customers that haven’t shopped with Myer before.
“Our current brand portfolio attracts an ageing customer group,” said chief merchandise officer Belinda Slifkas.
“[It] doesn’t align with what many of our customers are looking for, especially in fashion and beauty. We’re missing key brands that resonate with a younger and style-conscious shopper.”
Myer’s Bourke Street store in Melbourne: the department store needs to attract younger shoppers.Credit: Eamon Gallagher
We can expect to see trendy brands that are popular online appearing in Myer stores in a few months’ time; seven new clothing and seven new beauty brands are being onboarded, and will start appearing from August, said Wirth.
A strategic review also found more work to be done among Myer’s exclusive brands, which include womenswear labels such as Basque, Blaq, Miss Shop, and Urbane. Customers found there was too much duplication between the brands, so Myer will ditch seven private labels and sharpen the “brand and product DNAs” and also lift profits.
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Beauty services will be stepped up
Watch out, Mecca. Both David Jones and now Myer are vowing to ramp up beauty services to draw shoppers in.
It’s a key growth category that promises higher sales if tapped into: where Myer’s sales have risen by 2 per cent, the global beauty market has seen growth of 6 per cent.
Beauty halls will be redesigned with “four distinct worlds,” said Slifkas, zones which are designed to showcase new products and brands. But the one that will catch most people’s attention is the “experience space”, which will include services such as blow -dry bars and nail bars.
“The next generation of customers expect a modern, inclusive engaging in-store experience with team members that reflect lifestyles and interest of those customers – especially in beauty and fashion,” Slifkas said.
Myer store renders. Basque is one of Myer’s exclusive labels.
Store layouts will be overhauled
Myer is rethinking how it uses its floor space and will introduce “curated worlds” designed for the various life stages of a customer.
Instead of sectioning stores according to brands, it means different zones or “worlds” will be set up for different demographics, such as 16-30 year olds who might be “shopping with Mum and Dad” and “for the transition into adulthood”. Other “worlds” will target 31-43 year olds, 44-59 year olds, and those aged 60 or older. Exclusive brands will also be sharpened to fit into the different worlds.
Myer is also going to ramp up its casual clothing offerings, noting that tastes have shifted towards more relaxed, versatile options, which hasn’t been a traditional strength of Myer. Denim will get its own “central hub” that showcases Australian and international brands.
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