'Myer is My Store' makes its return as the troubled department store looks to arrest the slide it has experienced in recent years.
Myer has brought its 'My Store' branding out of retirement in an effort to halt the slide it has experienced over recent years.
'Myer is My Store' was the backbone of campaigns and promotions from 2006 to 2014 before being replaced by “Find Wonderful” as the retailer sought to target a more affluent consumer.
However, the decision to return to the previous positioning as a store for everyday Australians has been made by new chief executive John King following the release of the 2018 financial results in September.
Clemenger BBDO Melbourne had developed “Find Wonderful” in 2014 and were tasked with facilitating the return to its former identity.
The launch follows a recent wave of redundancies, headlined by executive GM of marketing and customer Louise Pearson, in late August.
“We know that in recent times we have not always got it right for our customers,” says King.
“The new campaign will show that we exist for our customers, that we are putting them first, in every action we take and every decision we make – that we are ‘Their Store’ no matter where they shop with us in Australia.”
Myer recorded a $486m loss for the 2018 financial year, due primarily to a $515m writedown to the value of its brand name and goodwill.
Myer shares were trading at 41c following the release of the financial results, and currently sit at 50c, significantly below the 80c mark of last year.
The new push comes in advance of Myer’s annual general meeting, which will take place on 30 November.
