• Witchery: Now part of the Country Road brand stable.
    Witchery: Now part of the Country Road brand stable.

Local fashion chain Witchery has invested in a new platform to push the brand, and secured an industry heavyweight to lead the project.

The brand, part of the Witchery group which also owns sister brand Mimco, today launched a branded blog which will be managed by former Harper’s Bazaar online editor, Anna McLeod.

The ‘W’ Edit signals a fresh direction for Witchery and has been described as “a blend of unique and exclusive editorial content that is certain to see it bookmarked as a must-visit daily source of stylish inspiration”.

The blog will see the brand channel resources towards the creation of a robust platform for the content-hungry consumer, with McLeod set to supervise the project.

According to McLeod, the ‘W’ Edit will house a mix of interviews, seasonal trends, editorial-style shoots, street- style imagery, behind-the-scenes sneak peeks for women, men, and tweens, as well as an ongoing series of exclusive profiles on local and international style influencers.

“Witchery has an incredibly strong local and international fan and loyalty base. Over the last few years, I’ve noticed a significant change in the thirst that consumers have for content from their favourite brands and retailers,” McLeod said.

“The Witchery blog is the result of many months of planning and research. It offers a heightened retail experience that spans what’s in store alongside intriguing profiles and content that extends beyond what might be traditionally expected from a blog.”

Witchery marketing manager Georgia Trevarthen said the blog, which complements the current Witchery Facebook, Twitter, Instagram, and Pinterest channels, is an exciting step forward for the brand.

“The Witchery blog will centralise all our activity into the one online hub where efforts are focused on driving exclusive editorial content. We see it as a complete resource for the consumer, inspiring their day-to-day,” she said.

As previously reported in ragtrader.com.au, the Witchery group is currently in the midst of a takeover by Country Road from private equity firm Gresham.

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