Their previous season launches have featured fake rainstorms, models on motorbikes and spectacular clifftop venues.
But Myer have reportedly decided to ditch the autumn/winter collection ’18 launch this year, opting instead to hold smaller events in select stores around the country.
The alleged move comes after their major rival David Jones suffered an underwhelming show on Wednesday, which failed to draw an A-list crowd.
Rumour has it: Myer have reportedly decided to ditch the autumn/winter collection ’18 launch this year, opting instead to hold smaller events in select stores around the country (pictured, brand ambassador Jennifer Hawkins)
The brand has decided to take the retail giant’s marketing in a different direction this year, a Myer spokeswoman told Confidential.
‘We have evolved our Autumn 2018 events strategy to ensure it is customer-led and focused on instore experiences and theatre that drive traffic,’ she said.
The retail giant will allegedly focus more on face-to-face with customers at instore functions
The new plan for Myer will reportedly involve targeting specific customers face-to-face at instore functions and events like Sydney’s Mardi Gras.
Oh dear: The alleged move comes after their major rival David Jones suffered an underwhelming show on Wednesday (pictured, Victoria Lee on the runway)
It is not known what the store will do for their spring/summer launch. Daily Mail Australia has contacted a Myer representative for comment.
Myer has held lavish season launches in previous years, flying in international supermodels to walk in their shows held at impressive locations.
Indeed brand ambassador Jennifer Hawkins walked the runway for the autumn/winter ’16 launch at Barangaroo on Sydney Harbour.
The show involved a fake rainstorm, models on motorbikes and an exclusive dinner for just 120 guests.
Walking the runway: The David Jones show featured appearances from male model Jordan Barrett, 21, as well as Victoria
Meanwhile, their spring/summer ’17 launch was unveiled in two events – an intimate daytime show for 100 guests at a panoramic private home in Coogee.
This was followed by a showstopping bash for 250 people at the iconic Bronte Surf Life Saving Club tonight.
The rumoured move from Myer comes after David Jones’ underwhelming autumn/winter showing earlier this week.
Brand ambassador Jesinta Campbell, 26, was replaced by Victoria’s Secret model Victoria Lee, 27.
Among the guests were Jasmine Harborough and Today host Karl Stefanovic, model Jessica Gomes and NRL WAG Terry Biviano.
Claims: The new plan for Myer will reportedly involve targeting specific customers face-to-face at instore functions and events like Sydney’s Mardi Gras (pictured Jennifer with fellow brand ambassador Kris Smith)