Fashion Label Millers Wants To Give Back To Fans In New Marketing Push

Fashion Label Millers Wants To Give Back To Fans In New Marketing Push
SHARE
THIS



Women across Australia and New Zealand are set to enjoy even more from the iconic ‘Millers’ business following the launch of a new brand campaign, backed by a multi-channel marketing push, designed to give back to the retailer’s loyal fan base and showcase their community nationwide.

The culmination of a two-year journey of discovery, customer and retail experience research, and cross-platform planning, the brand initiative marks a new phase within Millers’ overarching rejuvenation strategy. Along with a rolling program of in-store transformations, customers will see fresh advertising featuring the new ‘Millers & Me – Made for each other’ positioning and real Millers’ women.

‎Brand director, Jane McNally, said the campaign reflects Millers’ mission to ensure customers feel valued, and is part of a long-term strategy to increase brand sentiment and recognition.

“At Millers, everything we do is for the love of our women. Our women are used to putting everyone else’s interests ahead of their own so we have redesigned our store format, and are enhancing our approach to customer service and product range to be able to give them something back,” said McNally.

“We are providing better quality garments and an improved shopping experience without increasing prices. Our store teams are also receiving specialist training to assist with top-to-toe styling advice to ensure our women always look and feel their best,” she said.

McNally said that since the brand rejuvenation program began in 2013 with a new leadership team driving change across the board, sales have increased significantly.

“We’ve already made positive changes and seen excellent results, so we are really excited now to take the new look Millers to all of our women and lift the brand to the next level. We have now refreshed 27 shops and intend to build on the momentum with further store transformations.”

Head of marketing, Evelyn Kipriotis, said the Millers team has always seen its women and their generous natures, and now wants the whole world to recognise them.

“Our Millers 40+ Woman Study* revealed that while most women feel comfortable and valued when engaging with immediate family and friends, half of those surveyed feel ‘invisible’ when interacting outside their inner circle. Three quarters believe they are not adequately represented in media, movies, television shows and the like,” said Kipriotis.

“To wrap our arms around our women and bring the new brand positioning to life, we’ve developed an integrated strategy spanning media, social, digital and public relations. This Spring we are featuring some of our own customers in our advertising, an exciting first step towards our ultimate goal of only using our wonderful Millers’ women as models and ambassadors,” she said.

Kipriotis said she was excited to introduce the Seeing Me Project, Millers’ new digital content and community hub which is set to evolve over time to ensure mature women are seen and heard as they deserve.

“The Seeing Me Project is a long term commitment by Millers to celebrate our women. It currently features a casting call section where you can apply to be a Millers model, compelling research into hot topics for women 40+, interviews, behind the scenes footage from photo shoots and more. Our inspirational video is also there for all to view and celebrates women of all ages,” she said.

“This is an exciting time for Millers as we reveal our true colours and build on our reputation as one of the nation’s most beloved and successful fashion brands.”

Campaign Credits:

Creative Agency: YOLO

Media Agency: Chaos Media

Public Relations: Crossman Communications

Please login with linkedin to comment

Latest News

Study: TV Ads Outperform Facebook & YouTube For Sales Impact, Regardless Of Screen Type
  • Advertising
  • Media

Study: TV Ads Outperform Facebook & YouTube For Sales Impact, Regardless Of Screen Type

New research from respected marketing science academic professor Karen Nelson-Field has uncovered new insights into how and why video advertising works for brands when viewed on mobile devices. The mobile edition of Nelson-Field’s ongoing Benchmark Series, commissioned by ThinkTV, makes a number of significant findings that are designed to help advertisers and their agencies get […]

Now Screen Repositions Organic Care Brand With New Campaign
  • Advertising
  • Campaigns

Now Screen Repositions Organic Care Brand With New Campaign

Aussie agency Now Screen has teamed up with Organic Care to reposition the brand in what has become one of the most competitive FMCG spaces. The new campaign, ‘Caring Comes Naturally’, celebrates what Organic Care has created since its inception: products that are as good for your body as they are for the environment. In […]

Can You Speak Data?
  • Marketing
  • Opinion

Can You Speak Data?

We're certainly fluent in gibberish, balderdash and claptrap here at B&T, but sadly data isn't part of the lexicon.

Opinion

by B&T Magazine

B&T Magazine
Social Change Maker Profile: Emma Heath
  • Advertising
  • Marketing
  • Media

Social Change Maker Profile: Emma Heath

B&T has partnered with UnLtd to showcase industry heroes! Well, it's arguably more heroine in the case of Emma Heath.

by B&T Magazine

B&T Magazine
Ad Fraud: A Problem We Can Solve
  • Advertising
  • Opinion
  • Technology

Ad Fraud: A Problem We Can Solve

Unlike B&T's mystery office farter, this columnist argues ad fraud is a problem that can possibly be solved.

Opinion

by B&T Magazine

B&T Magazine
Why We Pivoted Our ‘Specialist’ Agency Five Times In 15 Years
  • Marketing
  • Opinion

Why We Pivoted Our ‘Specialist’ Agency Five Times In 15 Years

In this opinion piece, Gavin McDonough (pictured above, co-founder and managing partner of Urban, shares through his own experience some valuable advice for independent specialist agencies. In November 2017, my brother Ryan and I celebrated 15 years in business. We started business out of my front room in Melbourne in 2002 – not with any grand […]

Opinion

by B&T Magazine

B&T Magazine
W+K’s Susan Hoffman Chosen As 39th AWARD Awards Chair Of Judges
  • Advertising

W+K’s Susan Hoffman Chosen As 39th AWARD Awards Chair Of Judges

Susan Hoffman, co-chief creative officer at Wieden+Kennedy (W+K), has been appointed chair of judges for the 39th AWARD Awards. Known to challenge the status quo, Hoffman is behind some of W+K’s most memorable and game-changing ads, including Nike’s ‘Revolution’, Old Spice’s ‘The Man Your Man Could Smell Like’ and Chrysler’s Super Bowl spots starring Eminem and Clint […]

Experiential Agency Kreate Gets Bought Out By Staffers
  • Marketing

Experiential Agency Kreate Gets Bought Out By Staffers

Leading experiential marketing agency, Kreate Australia is embarking on an exciting growth strategy following its purchase by three of the agency’s existing management team from its UK founder, Steve Evans.

Hurry! B&T 30 Under 30 Entries Closing Friday!
  • Advertising
  • Marketing
  • Media

Hurry! B&T 30 Under 30 Entries Closing Friday!

This is a clarion call for B&T 30 Under 30 entries, although it's probably more mariachi band than angelic harbinger.

by B&T Magazine

B&T Magazine
The Hit Network Chooses Comedian Tanya Hennessy To Host Weekend Breakfast
  • Media

The Hit Network Chooses Comedian Tanya Hennessy To Host Weekend Breakfast

Southern Cross Austereo’s Hit Network has announced that rising radio star and comedian Tanya Hennessy will take over hosting duties for its weekend breakfast slot in 2018. Hennessy will bring content to the airwaves each Saturday and Sunday morning from 7am to 9am with a regular rotation of guest co-hosts. The self-described talker, not walker […]

Straight Up PR Wins Five New Clients
  • Marketing

Straight Up PR Wins Five New Clients

Health, wellbeing and lifestyle PR agency Straight Up PR has welcomed Changing Habits, Unichi Wellness, enerGi, SleepX, and Healthie Hampers to its client portfolio. Straight Up PR’s projects will include bespoke PR services and influencer marketing packages specifically focusing on communications strategy and execution, media and influencer relations, PR launch events, product seeding and gifting, […]

March One Creates ‘Cheese For Change’ Fundraising Campaign For White Ribbon Australia
  • Advertising
  • Campaigns
  • Marketing

March One Creates ‘Cheese For Change’ Fundraising Campaign For White Ribbon Australia

Independent creative agency March One has developed a new fundraising event for White Ribbon Australia that turns a social moment into a social movement. Starting on Thursday 22 March and going until Sunday 25 March, Cheese for Change will ask Aussies to create a cheese platter that matters by gathering friends, family or co-workers together […]

Sixth Annual IGN Select Awards Winners Announced
  • Marketing

Sixth Annual IGN Select Awards Winners Announced

The winners of IGN Australia’s sixth annual Select Awards were revealed during a huge special event at the Australian National Maritime Museum in Sydney on Friday, February 16. Some 225 Media & Game Publishers alongside 320 IGN Community Gamers attended the annual event. 2017 was absolutely crammed with terrific games and several categories were extremely tightly-contested. The top […]

Meet Your Mentors For B&T Bootcamp 2018!
  • Advertising
  • Marketing
  • Media

Meet Your Mentors For B&T Bootcamp 2018!

When it comes to an industry "who's who", you'll find there won't be too much who-ing with this impressionable lot.

by B&T Magazine

B&T Magazine
ANZ Unveils Its 2018 GAYTMs
  • Marketing

ANZ Unveils Its 2018 GAYTMs

Mardi Gras is only weeks away and B&T has already hoisted the mirror ball and donned the hotpants to bring you this.

International Creative Services Redesigns Business Model To Broaden Talent Offering
  • Advertising
  • Marketing
  • Media

International Creative Services Redesigns Business Model To Broaden Talent Offering

Marketing consultancy International Creative Services has announced a new roster of diverse creative and production talent to provide a fully integrated solution for advertising and branded content. The roster includes a broad range of global and local directors, animators, illustrators, motion designers, visual artists, light projectionists, photographers and cinematographers – many of whom Australia will […]