Myer, David Jones reveal stable of new models to win customers
THE store wars between Myer and David Jones has a new front, with the retail giants unleashing famous faces in the battle for the fashion dollar, but their formulas couldn’t be more different. WHO’S YOUR FAVOURITE FACE? VOTE IN OUR POLL.
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ON THE eve of their new season launches this month, the store wars between Myer and David Jones has a new front.
The retail giants have unleashed a host of famous faces in the war for the fashion dollar, but their formulas couldn’t be more different.
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While David Jones has gone global, with international exports, including former Victoria’s secret supermodel Victoria Lee facing their campaigns and runway shows, Myer announced last week it was signing local stars Hawthorn footballer Josh Gibson and model and reality TV renovator Elyse Knowles to their stable of ambassadors.
At David Jones new collections launch in Sydney on Wednesday, the largest-ever line up of local and international talent will headline the runway.
Supermodel Karolina Kurkova, international model and celebrity offspring Anwar Hadid, son of former Olympians Lisa Curry and Grant Kenny, Jett Kenny; and Sudanese-born Australian model, Adut Akech will join David Jones Ambassadors, Victoria Lee and Jessica Gomes on the runway, in front of a celebrity-studded front row.
Myer’s strategy is seemingly putting less emphasis on glitz and glamour, opting for consumer driven experiences and long-term ambassadors over short-term affiliations.
The first of their nationwide Myer Runway Series, which will all take place in-store, in front of customers, takes place on August 23, in their Sydney store.
Marketing and media experts have been quick to discuss the current disparity between the department stores, in their battle for the fashionista’s dollar.
Melbourne marketing guru and former head of brand at Myer, Mitch Catlin, says brands must re-evaluate ambassador programs and fashion formulas in order to excite today’s consumer.
“People forget that two decades ago there was no such thing as ambassadors; it was more about the brands and the clothes, now it’s more about the face of the brand,” he said.
“Brands must regularly pause, review and change according to the times, otherwise you get left behind,” he said.
“The first thing brands should ask themselves is, how do we benefit the customer, and it seems like both department stores have very different views on how to do that; David Jones have opted for glamour while Myer is taking their runways back to the people in store.”
Interestingly, Australia’s longest-running fashion-face, Jennifer Hawkins, who signed with Myer twelve years ago, is expected to commence contract negotiations in November when her $5 million dollar deal with the department store expires.
MYER
NAME Jennifer Hawkins
AGE: 34
BACKGROUND: Former Miss Universe, face of Myer for 12 years
NUMBER OF SOCIAL MEDIA FOLLOWERS: 876,000
NAME Kris Smith
AGE: 39
BACKGROUND: Former England rugby star
NUMBER OF SOCIAL MEDIA FOLLOWERS: 136,000
NAME Elyse Knowles
AGE: 25
BACKGROUND: Model and winner of The Block
NUMBER OF SOCIAL MEDIA FOLLOWERS: 889,000
NAME Rachael Finch
AGE: 30
BACKGROUND: Former Miss Universe Australia, model, fitness entrepreneur
NUMBER OF SOCIAL MEDIA FOLLOWERS: 240,000
NAME Josh Gibson
AGE: 34
BACKGROUND: Former footballer, star of I’m a celebrity
NUMBER OF SOCIAL MEDIA FOLLOWERS: 87,400
DAVID JONES
NAME Jessica Gomes
AGE: 33
BACKGROUND: Sports Illustrated model, face of David Jones
NUMBER OF SOCIAL MEDIA FOLLOWERS: 215,000
NAME Victoria Lee
AGE: 27
BACKGROUND: Victoria Secrets model
NUMBER OF SOCIAL MEDIA FOLLOWERS: 85,500
NAME Karolina Kurkova
AGE: 34
BACKGROUND: Supermodel
NUMBER OF SOCIAL MEDIA FOLLOWERS: 644,000
NAME Anwar Hadid
AGE: 19
BACKGROUND: Model and celebrity offspring
NUMBER OF SOCIAL MEDIA FOLLOWERS: 2.2 million
NAME Adut Akech
AGE: 18
BACKGROUND: Model
NUMBER OF SOCIAL MEDIA FOLLOWERS: 148,000
NAME Jett Kenny
AGE: 18
BACKGROUND: Ironman, son of former Olympians Lisa Curry and Grant Kenny and star of Ninja Warrior Australia and The Real Full Monty
NUMBER OF SOCIAL MEDIA FOLLOWERS: 21,100
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