Myer chases youth dollar in massive fashion overhaul

Myer is overhauling the fashion department at all its stores to entice younger consumers and turnaround its reputation of being a retailer that only caters to older shoppers.

The fashion offerings at its network of 56 stores is getting a much-needed makeover which is set to see the arrival of Myer’s refreshed portfolio of exclusive brands — BLAQ, ThereAfter, Basque, Regatta and Grab — and British clothing giant Topshop from next month.

Customers can soon also expect the launch of another UK-based brand 4th & Reckless, as well as Nobody Denim, Australian label Elle Zeitoune and The Wolf Gang as Myer aims to position itself as the go-to-retailer for young consumers.

Under boss Olivia Wirth, Myer has already launched popular clothing labels like Lioness, Tigerlilly, JAG and Sportscraft, as well as 22 new beauty brands, including most recently pop star Rihanna’s Fenty Beauty.

Speaking to The Nightly, Myer chief merchandise officer Belinda Slifkas said the company wanted to make the shopping experience and product offerings more relevant to a new customer base.

“Through different data points and insights, especially our Myer One data, it was very evident that we were not resonating in our women’s assortment offer and particularly in that younger consumer,” she said.

“We over-indexed in a more older, classic customer base and our labels at the time showed that.”

Ms Slifkas is confident the overhaul of Myer’s exclusive brands, which now “have an improved quality as well as a more up-to-date aesthetic and style”, would attract new and existing customers “more so today than it has before”.

She said Myer customers were already engaging with brands they have launched over the past year, which also include Spanx Apparel, Havianas and S. Kidman.

Myer last week announced Fenty Beauty, co-owned by French luxury goods conglomerate LVMH, would be rolled out across its department stores and online in May.

The news came less than a week after Myer revealed it would temporarily shut all Sass & Bide stores — including Harbour Town on the Gold Coast and South Wharf in Melbourne and the 14 concession stands in Myer — as it overhauls the womenswear label.

Myer is also looking at plans to refurbish its entire network of department stores around the country.

“Right across the entire Myer network, we will look at elevating, enhancing our environment, where appropriate . . . it could be a light touch, it could be a heavy touch reno,” Ms Slifkas said.

It’s already upgrading the beauty hall of its flagship Sydney store on Pitt Street Mall.

Under former chief executive John King, stores across the country were gradually remodelled, with the beauty hall at its Perth CBD store featuring an Australian-first Gucci counter.

Brands formerly owned by Solomon Lew’s Premier Investments — Jay Jays, Just Jeans, Dotti, Jacqui E and Portmans — are now also stocked in Myer after he sold it in a near-$1 billion deal last year.

At the time, Ms Wirth insisted those brands were still well-loved.

“We will continue to invest in them to make sure that they are relevant and compelling offerings for all age groups, whether it’s the younger ones with Dotti and Jay Jays, or it’s the older customers in Jacqui E, or it’s those starting their first job,” she said.