Myer’s
attempts to recreate itself attract plenty of attention from the retail
industry and the latest campaign could have particular relevance for QVM.
Myer are
launching a campaign labelled “Australia Lives Here”. It will focus on some of
the iconic core brands that have graced Myer’s shelves over the last 100 years
or so. The emphasis on brands and products that have helped shape Australian
lives is a clear tug at the emotional attachment that customers have with Myer.
QVM plays a
similar role in the minds of Melbournians as generational shoppers consider
their attachment to an iconic shopping destination. As the world goes through a
retail revolution there is much debate over the relevance of historical
shopping habits. The rise of online buying in particular has commentators suggesting
that there is little room for sentiment in consumer minds as they chase
convenience and cheaper prices.
Will Myer’s
campaign work, and will that raise a flag for QVM marketing projects? Will
tradition make a comeback?