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.”
Creative Agency: YOLO
Media Agency: Chaos Media
Public Relations: Crossman Communications
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