High Street powerhouse Cue has stormed into the post-mid year sales period, with an exclusive 119-store window display with Myer.
The marketing blitz kicked off on July 8, as freshly released spring/summer 2010 campaign material spread across Myer City and Bondi Fashion Gallery Sydney stores. Window installations also appeared at the department store’s Bourke Street site in Melbourne and Queen Street store in Brisbane.
The campaign exploded nationally the following week, with a total of 119 store fronts publicising the brand’s new season offer. Cue marketing manager Kristy Brockhoff said both large format posters of its spring/summer campaign, which features rising model Stephanie “Bambi” Northwood-Blyth, and window decals were used in the display.
This is the third time Cue has negotiated a nationwide window campaign with the department store. The last installment took place two years ago, promoting Cue’s autumn/winter collection over the month of May.
Cue chief executive David Kesby said the latest campaign followed a record-breaking period for the brand at Myer. Mid-year discounts saw a 20 per cent rise in sales during June.
Over 60,000 Cue Club members were given two days notice of the impending sale, which saw products discounted by up to 70 per cent. Markdowns will also take place for new season stock to “generate extra traffic for Myer”, Kesby said.
The Myer Melbourne windows were a double coup for Cue, launching in collaboration with the Melbourne State of Design Festival. The festival is backed by the Victorian Government and aims to use retail window displays to promote issues of sustainability and ethical design.
As exclusively reported in Ragtrader earlier this year, Cue was accredited under the joint union-government Ethical Clothing Australia program in January. The program ensures that Australian manufacturers and makers receive at least the legal minimum rates of pay and conditions.
The window campaign is scheduled to run for two weeks.
Assia Benmedjdoub