Best review :Myer

About Myer

Myer is undergoing the biggest pivot in four years by introducing new brands and honing its customer focus in a bid to resurrect its fashion business.

The department store has acknowledged that the mid-2010s strategy of chasing high-spending, aspirational customers had not worked, and has been re-focusing on attracting “traditional” Gen X consumers who love fashion but also demand value.

Since the departure of former chief executive Richard Umbers in early 2018, the company has done extensive research to hone its core customer and, crucially, what they want.

The result, according to womenswear category manager Clare Hurley, is the introduction of a suite of new brands, as well as greater ability to “rationalise” brands that are not performing to expectation.

“We need to introduce newness … at a scale our customer can see a meaningful change when she [or he] walks into our stores,” Ms Hurley said. “There’s always been areas and brands that have been slower performers. We are being more aggressive in terms of responding.”
And despite leaching several brands to its main competitor, David Jones, Myer has secured Australian labels including Hansen & Gretel, Atoir, Husk, and Pfeiffer.

Ms Hurley explained that Mr King’s “back to basics” mantra for improving Myer’s fortunes didn’t equate to “cheap, it’s not volume value. It means retail 101 and what that means is constantly introducing newness and looking at what’s not working and improving the execution for customers.”
While Mr King pledged to end the era of perpetual discounting, Myer is taking some risk by launching “rapid-fashion” brand Misguided, which is known in the industry for being “fastest to market” with trends.

“It’s something you have to consider introducing a brand that’s so fast to market, which can also mean it’s faster to markdown,” Ms Hurley said. “We’re investing in the pieces that have a longer lifespan.”

Ms Hurley said improvements in the company’s e-commerce systems mean Myer has also learnt which brands perform well in certain geographic zones, and can stock physical stores accordingly.
In short, Ms Hurley said the strategy is about staying agile in a fragmented retail sphere in the face of stagnant household incomes.

“The customer is more discerning, more savvy and more demanding than she has been before. She has a broader choice in market … And she’s more diverse in what she’s spending her [money] on,” she said.

Overview of Myer

Myer is also pledging to invest in customer service in areas requiring more individual attention, such as lingerie, denim and footwear, as well as working with a “diverse mix of ambassadors”. The store recently re-signed 27-year-old model and The Block winner Elyse Knowles, and is set to announce another new face in coming weeks.

On Thursday, the value of David Jones dropped by $437 million to $985 million due to a “retail recession”, according to its owner, South African company Woolworths Holdings. In March, Myer reported a small underlying jump in profits to $41.2 million. Its next results are due out in September.

Plein Air Complexion Balm

Description
Formulation: Balm
Finish: Natural
Coverage: Medium
CREATION

Beauty embraces the open air with the natural enhancing complexion balm. It elevates the skin with a weightless veil of sheer colour and a radiant natural finish that lasts for an impeccable eight hours*. The complexion becomes instantly even and translucent. Skin is hydrated, enhanced and protected. Its fragrance, created by Christine Nagel, blends the delicacy of arnica with sandalwood and green tea.

TEXTURE

Its melting and enveloping texture smooths softly into every contour of the face.

COLOUR

The complexion balm offers adjustable coverage, with each of the 11 translucent shades in the range adapting to two or three skin tones.

FORMULA

The complexion balm takes care of the skin. It is formulated with a hyaluronic acid complex for long-lasting hydration, and evening primrose oil and Baikal skullcap to help protect the skin from external aggressors and pollution. A mineral-only sunscreen provides SPF 30** protection against everyday exposure to ultraviolet rays. The complexion balm is non-comedogenic and dermatologically tested.

OBJECT

The cap is engraved with the iconic ex-libris, while the tube bears a coloured band that makes it easy to identify the shade. The box is made from recycled cardboard.

*instrumental testing on 13 people.

** The 95-Moka shade does not contain SPF30

Product Ingredients:

Aqua (water) titanium dioxide methyl trimethicone neopentyl glycol diethylhexanoate dimethicone dipropylene glycol peg-10 dimethicone cyclopentasiloxane vinyl dimethicone/methicone silsesquioxane crosspolymer pentylene glycol butylene glycol glycerin phenoxyethanol polyglyceryl-2 diisostearate sorbitol stearic acid sodium citrate disteardimonium hectorite trimethylsiloxysilicate sodium chloride parfum (fragrance) alumina caprylic/capric triglyceride tocopherol dimethicone/vinyl dimethicone crosspolymer glycine benzyl salicylate sodium hyaluronate scutellaria baicalensis root extract limonene oenothera biennis (evening primrose) seed extract morus alba bark extract geraniol citronellol linalool hydroxycitronellal [ /- (may contain) : mica ci 77891 (titanium dioxide) ci 77491/ci 77492/ci 77499 (iron oxides)]

Product code 891112690

Delivery

Standard

3 – 7 business days for delivery to metro locations. 7 – 10 business days to regional locations including WA, QLD and NT.

4 to 7 business days for delivery to metro locations. 7 to 10 business days to regional locations including WA, QLD and NT.
Click & collect
Free
Free pick up in selected stores. You will receive an email from us when it’s ready to collect.

Rouge Hermès Satin Lipstick

Description
Formulation: Stick
Finish: Satin
Coverage: Full
A luminous satin-finish lipstick.

Its texture, as fine as it is rich, delivers vibrant, long-lasting colour.

It leaves the lips supple and conditioned.

Rouge Hermes lipstick is refillable. Refills are sold separately.

Rouge Hermes is a complete collection dedicated to the beauty of the lips. Objects designed by Pierre Hardy that are at once poetic, functional and refillable. A durable object in lacquered, polished and brushed metal, Rouge Hermes is protected by a canvas pouch and slipped inside its little orange box!

Product Ingredients: This list is subject to change over time. Please refer to the information on your products packaging for the most up-to-date list of ingredients.

Polyglyceryl-2 triisostearate hydrogenated polyisobutene hydrogenated polydecene ethylhexyl palmitate polyethylene candelilla cera/ euphorbia cerifera (candelilla) wax/cire de candelilla ozokerite dicalcium phosphate caprylic/capric triglyceride parfum (fragrance) dipalmitoyl hydroxyproline lecithin crambe abyssinica seed oil tocopherol ascorbyl palmitate morus alba bark extract oleyl alcohol phytosterols citric acid benzyl alcohol [ /- (may contain): mica ci 15850 (red 6, red 7 lake) ci 15985 (yellow 6 lake) ci 19140 (yellow 5 lake) ci 42090 (blue 1 lake) ci 45410 (red 28 lake) ci 77491/ci 77492/ci 77499 (iron oxides) ci 77891 (titanium dioxide) tin oxide]

Product code 851538160

Standard

4 – 7 business days for delivery to metro locations. 7 – 10 business days to regional locations including WA, QLD and NT.

4 to 7 business days for delivery to metro locations. 7 to 10 business days to regional locations including WA, QLD and NT.
Click & collect

Free pick up in selected stores. You will receive an email from us when it’s ready to collect.

Plein Air Radiant Matte Powder

Description
Formulation: Powder
CREATION
Beauty embraces the open air with the radiant matte powder, a soft, silky finishing powder that mattifies the complexion with a translucent glow. Its shade is universal.

FORMULA
The formula contains emollients for long-lasting softness and comfort.

OBJECT
Its round case with off-centre mirror is a disc of light in white and gold designed by Pierre Hardy. A lightweight object, it was created for use on the go. Slipped into its orange box, it is a pure Herms object.

Product code 922520080

Delivery
Standard

4 – 7 business days for delivery to metro locations. 7 – 10 business days to regional locations including WA, QLD and NT.

4 to 7 business days for delivery to metro locations. 7 to 10 business days to regional locations including WA, QLD and NT.
Click & collect
Free pick up in selected stores. You will receive an email from us when it’s ready to collect.

Plein Air Powder Brush

Description

Beauty embraces the open air with the powder brush. This brush is perfect for lifting just the right amount of powder and depositing it in a delicate veil over the entire face. Its generous, tapered form adapts to all face shapes for uniform and precise application to targeted areas (the sides of the nose, the chin).

OBJECT

Designed by Pierre Hardy, this precious object with a three-coloured handle in lacquered wood sits comfortably in the hand. The natural goat hair fibres are hand-assembled by a French brush-maker.

Product code 922520260
Delivery
Standard
Free
4 – 7 business days for delivery to metro locations. 7 – 10 business days to regional locations including WA, QLD and NT.

4 to 7 business days for delivery to metro locations. 7 to 10 business days to regional locations including WA, QLD and NT.
Click & collect
Free
Free pick up in selected stores. You will receive an email from us when it’s ready to collect.