Meredith gets deluxe makeover

NATIONAL: Womenswear knitwear brand Meredith will soon adopt a more contemporary feel.
The 45-year-old Melbourne-based brand is set to undergo a radical facelift which will see the label relaunch into the market with a fresh new range, exaggerated styling and a re-energised logo and swingtags.

Meredith general manager Peter Lipshut said the repositioning had come about to tackle new consumer segments that would previously have overlooked the brand.

Lipshut said even some of its target consumers thought the brand was not for them and it was hoped the relaunch would help change this perception.

"Being such a well-known brand we want to be sure that perception matches reality and that consumers see that our product is just as appealing today as it was 40 years ago. We looked at ourselves and saw that some elements of our branding had not been refreshed for many years and no longer reflected the current position of the label."

Traditionally targeted at women aged 35-plus, the brand specialises in knitwear and woven print styles with yarns and fabrics sourced from the same European factories as Max Mara, Roberto Cavalli, Monsoon and Guy LaRoche.
Originally founded in 1962 by sisters Mary and Edith Lipshut, Meredith is credited with being the first to introduce coordinated stretch pants to match knitwear. The brand currently trades with nine company-owned stores and boasts 350 wholesale accounts across Australasia.

Lipshut, who declined to reveal the cost of the exercise, said changes would also be happening at a retail level with the company employing new visual merchandising techniques to show the brand off to better effect.
He said window displays would be given greater emphasis with new techniques and formats.

It was hoped an instore marketing push, timed to celebrate the relaunch, would more accurately reflect the brand's refreshed feel, he said.

"The main emphasis will be on how we 'touch' the consumer. All communication - be it printed, advertising or point-of-sale will reflect a younger, more modern image. New swingtags will carry our refreshed logo and be made using environmentally friendly materials." The brand relaunch is expected to be complete by February.

By Tracey McEldowney