Retail in Asia

In People

Australia’s Myer appoints new ambassador to boost sales

Asher Keddie

Australian department store major Myer announced the appointment of Australian actress Asher Keddie as its new ‘Style Ambassador,’ in a bid to boost its brand image among everyday consumers.

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“We are thrilled to welcome Asher to the Myer family, she is relatable, has a timeless beauty, a genuine warmth of character and is a true reflection of our customer – successful, confident, and has style and substance,” said Myer’s Chief Customer Officer, Geoff Ikin, in a press release.

The department store rival to David Jones, Myer added that Keddie “embodies the values and true essence of our brand and reflects the Myer customer perfectly – she is successful, confident, relatable and is a strong woman of style and substance.”

Raised in Melbourne, the 45-year-old said she has a nostalgic connection with Myer, where she shopped as a child, to now, introducing her own children to Myer.

“Myer is a brand I love, and have a genuine affinity with, so I was flattered when they approached me to be their Style Ambassador,” said Keddie.

“Since that time, I have reflected a lot and Myer was a really big part of my childhood, and continues to be a place that I not only like to shop at, but like to visit because it makes me feel good. It is the nostalgia of it that gets me,” continued Keddie.

The new appointment will see Kedder feature in Myer’s Spring/Summer 2019 campaign across television, print, outdoor, and digital advertising.

She will star alongside Myer’s newly announced Youth Ambassador, Sarsha Chisholm; Brand Ambassador, Elyse Knowles; and fellow Ambassadors Rachael Finch and Kris Smith.

The news comes on the back of Myer’s announcement it will add more than 50 new and exclusive brands to it fashion portfolio this year, taking its new brand total to 90 by year-end.

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In a bid to attract more shoppers in store, the latest brand additions include Veronica Beard, Hush, Aeryne, BA&SH, Y.A.S, Rodebjer, Hansen & Gretel, and Pieffer.