This is a hypothetical re-brand campaign for Myer which aims to increase interest from young customers by advertising a new department titled ‘Underground’, rather than rebranding the entire store. This allows the loyalty of regular customers to be maintained, whilst simultaneously offering Myer an opportunity to grow and reach new audiences. ‘Underground’ evokes a rough and grunge aesthetic in the hopes to give the store a contemporary feel and modern twist. The level would sell fresh, upcoming and perhaps vintage brands, attracting younger customers. This would likely be located at the flagship Myer Melbourne store in their Basement level, which is currently advertised as ‘The Movement’.
