By Melissa Singer
In the rapid-moving fashion world, where a week is a lifetime, how does a 60-year-old brand recast itself as a more youthful player?
Katies, the once dowdy, black-pants-for-your-nanna store, is eagerly trying to present a fresh face, with a new digitally oriented store concept and branding, while maintaining its loyal 35 to 60-plus customer base.
A whole new look ... or just window dressing? The new Katies at Fountain Gate.
In May, the company tried to position itself as a serious alternative to Country Road and Zara. So has it pulled it off?
To find out, I ventured to Fountain Gate, in Melbourne's outer south-east – aka "Katies heartland" – to preview the company's first new concept store.
A Katies advertisement from the 1970s.
The store has a fresh look, including a light timber-look floor, modern lighting and music. There are iPads on the counters and in the fitting rooms, where a dedicated Katies stylist is available to help shoppers style outfits to suit their lifestyles.
The new store even uses "scent marketing" to emit fragrances proven to make customers want to shop for longer. Apparently scent marketing is very 2016.
Katies' new marketing manager, Elisha Booth, says the brand is moving ahead while adhering to its retail DNA.
"Women's lifestyles are different to how they were 20 years ago," she says. "Our customer is quite relaxed, quietly confident, smart and grounded."
One of Katies first stores in Adelaide in the 1950s.
And for those who lack confidence, Booth predicts the one-on-one styling sessions will be a major drawcard.
Other innovations include a "luxe" range that for winter included a $300 leather jacket that sold out. The summer range includes 100 per cent silk pieces, all less than $100.
A Katies advertisement from 1978.
Katies has also employed online and former magazine editor Paula Joye as a special ambassador.
Back to the store. There are definitely some fashionable statement pieces, including a deep peach duster jacket and a broderie anglaise bomber jacket – two key summer trends that have been interpreted in the "Katies way".
A Katies campaign starring singer Marcia Hines.
The fitting rooms, with their iPads and promise of a stylist on the floor from day one, do give Katies an edge over discount and fast-fashion stores where it's near impossible to get personalised service.
Still, you can't shake the knowledge that you're in Katies – not Country Road, Zara or any of the labels Katies wants to compete with.
A Katies store in the 1960s.
The store has a fresh face but it has the same heart, and that heart still belongs more to my 60-year-old mum's generation than mine. But she's probably going to love it.