Myer has revealed its first brand relaunch for nearly a decade.
The relaunch was devised in partnership with its new creative agency Clemenger BBDO.
The brand positioning message, ‘find wonderful’, is a major shift in direction for the iconic department store.
It follows extensive research into the Myer customer base, its desires and aspirations.
Myer CEO Bernie Brookes said the department store wanted to know where it fitted in with today's retail consumers.
"Consumer expectations and behaviour have changed.
"We’ve been progressively making changes and improvements to our business and we think our offer today is as strong and relevant as it has ever been.
"To reflect that, we asked Clemenger to help us tell the Myer story in a contemporary way, while drawing on our 100 year heritage as Australia’s leading department store."
Brookes said ‘find wonderful’ was far more than an advertising tag line.
"It is a way of showing our customers we understand what they are looking for, and sharing our love of shopping and the great moment of joy that comes from finding just what you want.
"This is the inspiration behind our new brand thought – ‘find wonderful’."
Myer has also used the research to relaunch the company’s purpose and values to drive employee engagement across the business.
"We have crystallised our vision and our team members have responded very strongly to the themes.
"Our team is incredibly energised to bring ‘wonderful’ to all our customers," Brookes said.
"The brand relaunch follows the very successful launch of Myer Giftorium in all stores - Myer’s unique Christmas gifting experience - which really sets the scene for ‘finding wonderful’ as we head into our biggest trading period."
The new brand campaign was created by Clemenger BBDO Melbourne, appointed by Myer earlier in 2014.
The team worked in conjunction with fashion specialist, Unit1 Creative.
The brand relaunch began with a major television campaign commencing October 26 and will be supported by cinema, online and in-store media.
Fashion brands featured in the commercial include Maticevski, Alex Perry, Kate Sylvester
Giambattista Valli and Ellery.