Sunday 3 April 2011

Editorial - Queen Vic's New Marketing Plan

Don’t make the same mistake your editor did because the article in Inside Retailing this week refers to the Queen Victoria Building in Sydney not our venerable Queen Victoria Market, Melbourne.
The confusion was further strengthened by reference to the QVB’s new theme of “Art of Life” which links very loosely to our own “Market Life” campaign.
Enough of the confusion. Apparently the QVB Autumn/Winter fashion campaign celebrates the era where a woman’s elegance and charm were her preferred accessories. The campaign uses words like classic yet contemporary and vibrant yet nostalgic while being synonymous with the Queen Victoria Building and what it stands for. It is good to see a retailing entity tackling its identity head-on in the face of depressed consumer sentiment. Indeed, it has been suggested that new-consumerism will favour the brave.
Makes you wonder what a new marketing campaign for General merchandise Traders at The Queen Victoria Market might look like. We, sure as hell, need one!