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?