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Welcome to the
Style and Strategy podcast.
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Today's episode, is actually
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a little bit
of a controversial one.
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I couldn't leave alone.
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what was happening
with the Witchery?
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Re rebrand?
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The amount of press,
that was happening and,
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in that space,
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given that I talk about,
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although I focus on
personal brand,
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there was a lot of elements
that were similar
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that came through in
some of the uproar around it.
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but also given that I,
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shop a lot in Witchery
for many of my clients.
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and a lot of them, you know,
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wanted to hear more
about sort of this rebrand.
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So today's episode is going
to focus, really on that.
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And, I hope you enjoy it
and get some hints
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and tips on how to sort of
navigate, that world.
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If, you are a loyal shopper
as well.
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so as I said,
Witchery is recent
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rebrand is something
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that you expect from brands,
you know, from time to time.
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that's basically
where they're looking
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at potentially targeting
a, different demographic.
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Or they're looking
to differentiate brands
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within, a commoner umbrella
that they may have.
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it could be a raft of reasons
around it.
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So that wasn't the main part
of which is sort of rebrand,
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but the reason
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why I,
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am really interested in it
and wanted to dive
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a little bit more around
what was happening
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and what it meant, really, for
a number of loyal customers,
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especially of those
who may be feeling, especially
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if you follow them on socials
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like they're being left behind
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now, you know, I understand
completely that frustration
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where you have finally found
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maybe a brand or somewhere
that you go, I can go there.
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It's got pieces.
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I love the quality,
you know, is right.
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You know,
whatever brand that might be.
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And, you might really
appreciate the stylish
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and maybe inclusive
designs, etc..
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So it's completely normal
to feel a little disappointed
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when you start seeing a brand
that, has been a staple,
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especially in
the Australian environment.
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So to make changes
that seem to exclude, you
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in that process
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some of us,
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may not have been intentional.
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It may just be the way
in which the marketing
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had occurred.
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look, for being almost, 47,
I have always, really,
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you know, enjoyed popping
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into Witchery and saying,
what the store had to offer.
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Yes. Did I enjoy everything
that was in there
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all of the time?
Not necessarily.
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but did it hit the mark
for some of my clients?
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Absolutely.
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but it didn't mean
it was the sole store that,
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they were shopping at either.
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And I also very familiar
with a number of clients
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who were in their 50s and 60s
who also, love their, designs
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and even my 87 year
old mum, would even, shop
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there as well pop in.
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And yes, maybe they weren't
the target market, but,
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so this change
is really starting to affect
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a wide range of customers.
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so if you aren't familiar
with this
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and you're thinking
what is she talking about?
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so let me give you a quick
little recap.
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They, effectively went
black on their, Instagram.
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So wiped all their
so existing social materials.
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They set a new bold
awakening, was coming.
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They had hired
a new head designer
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who had come over
from Country Road.
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and so everyone was
anticipating this new launch,
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that was coming through.
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But one of the first images
that came through
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was a, young, model in,
you know, maybe she was in her
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early 20s, in a bubble skirt
and a blazer.
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Now, I think that's where
all the controversy
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kind of kicked
in going bubble skirt.
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And many of us who,
went through the bubble skirt
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the first time around, may,
look at that and go,
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oh, yes, I finally remember
those memories.
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And I'm not really keen
to revisit those.
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so that was sort of
part of it.
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And then as more imagery
came out,
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what we were seeing
was some similarity
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to other Australian brands.
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in the market,
a much cleaner, simplified,
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look to what we initially saw
come out.
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and then a question mark,
specifically around
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their feels like specifically
in their marketing
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that there is a shift
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in the demographic
that they are going after
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now, also as part of this
and this is what really
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I think, brought the majority
of focus of the spotlight on
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was that,
Witchery had really started
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to, forefront, you know,
that size inclusiveness
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as a large Australian
brand and, you know,
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they were getting, size
diverse mannequins in store.
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It was really exciting to,
to see some of the changes
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and, you know,
that they had been
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extended the size range
up to a size 20.
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And what had happened,
in this particular launch is
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it wasn't spoken about,
through sort
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of their changing comms.
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It came out
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as you went on online
and, in-store to have a look
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and ask some questions
and so forth
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that they had dropped back
from a size 20 to a size 18.
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So that caused a significant
amount of uproar.
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So but I'm not gonna touch
on the curve element so much,
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because I've got a really
a lot of press, around that.
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And, you know,
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there are hundreds of lessons
to be learned from a change.
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And engagement of audience
and how social media can play
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a significant role, especially
in that, market, around,
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how you relaunch
a particular product
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and how you consider
your existing client base.
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and manage
that change, as well.
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and I think just to top that
one off as well,
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that there was
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which may have always been
in the, the marketing campaign
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but felt like to the consumer
a knee
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jerk reaction with a image
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going out of a
more curvier, model,
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wearing the, the new designs
and, you know, the market,
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a number of consumers,
responded to that.
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But as I said, I'm not really
going to cover all of that.
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What has been running through
my mind throughout this whole
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agenda was, well,
hang on a second.
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it looks like
the brand is starting to shift
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to attract
more of the millennial.
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Like, may I say, and,
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you know, is really starting
to, focus
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on that particular market,
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which if I put my business
hat on comment makes sense
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when you're looking at the
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brands that sit under that
umbrella being Treasury
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Country Road,
and then you look at Witchery,
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and again,
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when you look at those two
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brands, The Country Road
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and Witchery more so,
they were
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potentially competing
for the same customer.
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So absolutely.
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For a, business standpoint,
I can understand what
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they're doing,
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to try to target,
potentially different market.
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Now, where
I'm coming at it from
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is sort of the perspective of
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what does that loyal customer
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that feels like they don't fit
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that demographic
that they're going after?
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where is their, mindset
right now?
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You know, is it
that some of them are going,
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well,
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feel like I've lost a whole
brand that I used to shop at
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and feel really comfortable
walking into.
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maybe, some of them are
saying, you know, oh, good.
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Let's give it a go and, say,
but what again, we're saying
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and even through some of that
marketing is, this
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loss of the Gen X plus,
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sort of market where generally
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they are the ones, you know,
so the women in your 40s,
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5060s who, you know, generally
are the ones who have,
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you know, a significant amount
of income and backing and
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being able to spend the money
on some beautiful pieces.
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as long as you are catering,
to them and, you know,
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we see in the marketplace
especially, in terms of,
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the visuals and the editorials
and so forth, that old,
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representation
is not as prevalent.
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it is in some places.
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And I've got to absolutely
give kudos
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to, to those brands
that are showing up with that.
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but, you know,
for those clients
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who were regular shoppers
in that space,
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you know, suddenly
feeling that potentially, oh,
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is this for me?
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Am I allowed
to still walk in this store?
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Am I going to feel
uncomfortable
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walking in this store?
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And so,
I really wanted to focus on,
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you know, relying on brands
to really stave
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for at the same forever
isn't going to be, realistic.
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Right.
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And, the belief
that a brand should only cater
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to a specific demographic
without evolving
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can really potentially limit
your style, growth.
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and, you know,
it can understandably
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upset many, customers.
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So while these changes
might be well intentioned,
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you know, some clients
may just feel really excluded.
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So what I want to try to do
is reframe the situation.
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And instead of feeling
kind of left out,
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from that,
from a marketing perspective,
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want to think about how do
we adapt to this situation.
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if you found yourself in
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that sort of
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I feel a little bit
disenchanted with the fact
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that they've gone down this,
path.
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You know,
it might be the perfect time
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to explore some other brands
that are really committed,
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to the values and style
that you are looking for.
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It might be
that you are looking for
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those other brands
that are offering a broader
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size, range and designs
that resonate
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with your personal style
and your values
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and it might also be
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that to get the courage to,
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really focus in on
what is your personal style
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and are the pieces that
that brand is putting out?
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Not necessarily
the models in them,
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but are those pieces in line
with your brand,
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your style,
that you will take that option
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to go and test it
and try for yourself
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and say, does it
still work for me, yes or no?
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So some of the steps that I,
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recommend to really go down
that that steps to adapt
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is really a big step to have a
look at some new brands,
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maybe try to stretch out
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a little bit,
spend some time on that,
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you know, to see
if there's something there,
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you know, is there new styles
or other styles
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that you might be open
to trying and different fits?
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You know,
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it might be a
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great opportunity to go hang
on, you know what I'm getting?
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Refresh my wardrobe.
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I'm going to start to, you
know, this is my chance to go.
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I want to take
a different take.
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He and really find some pieces
that really resonate
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with you,
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because no one
wants to continue to feel,
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you know, sidelined
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or disillusioned
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by brands that maybe
don't cater to your needs.
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You want to take the control
on your style
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and find those brands
that celebrate you.
00:13:01:20 - 00:13:05:16
And so really what I'm saying
is the choice is absolute
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in your hands,
00:13:07:20 - 00:13:11:00
and you've got a real
opportunity to,
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you know, test
what's coming out,
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you know, in
which really is it.
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Right for you?
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Does it work?
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Because in the end,
it's about fit quality,
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you know,
does that work for you?
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And then bring some sort
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of fresh excitement and
confidence to your wardrobe?
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So if you need some help
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finding some of those brands
that align with your style
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and your size needs, you know,
drop me a DM, let me know,
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and I'd love to help
you find those new options
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that actually make
you feel like seen again.
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so I can really work with you
to ensure that your wardrobe
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has that diversity
that you're looking for.
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So you feel really confident
every single day.
00:13:53:15 - 00:13:57:06
Now, if you're going back
a step and are thinking,
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hang on a second,
00:13:58:06 - 00:14:01:06
I don't actually know
what my style is anymore.
00:14:01:14 - 00:14:05:20
I have created a free guide
that will take you through
00:14:06:02 - 00:14:10:01
the three critical steps
that you need to take in order
00:14:10:01 - 00:14:13:06
to start
to find that style again.
00:14:13:22 - 00:14:15:23
And I'm calling it
the Ultimate Style Guide.
00:14:15:23 - 00:14:20:00
So if you're interested
in that, then head on over,
00:14:20:05 - 00:14:23:16
to your styled collective.com
that I you forward
00:14:23:16 - 00:14:27:16
slash style guide
and or otherwise.
00:14:27:16 - 00:14:31:15
Just check the style notes,
below and grab your copy.
00:14:31:20 - 00:14:36:13
But I'm always here to bounce
some ideas off and allow you
00:14:36:19 - 00:14:40:14
to, you know, go and explore
and find some other brands
00:14:40:14 - 00:14:45:13
outside of your current CV
of where you potentially shop.
00:14:45:19 - 00:14:48:01
I hope
you've gathered some fresh ideas
00:14:48:01 - 00:14:49:23
and different ways
to really think
00:14:49:23 - 00:14:52:10
about some of those changes
that have come through.
00:14:52:10 - 00:14:54:22
And, let me know if you need
any help.
00:14:54:22 - 00:14:55:16
Thanks, everyone.
