An iconic Australian fashion retailer has unveiled its new direction.
Local chain Witchery, owned by the Country Road group, has confirmed it has forged a series of partnerships with key influencers in the fashion blogger landscape to further cement the brand’s positioning as a global style authority.
The 'Style Collective', live from this week, sees the brand showcase a set of hand-picked local and international fashion insiders whose personal take on the iconic brand’s key trends aim to inspire Witchery's customer base.
Initial contributors include: A Pair and a Spare’s Geneva Vanderzei, Tania Braukamper from Fashionising, Sara Donaldson of Harper and Harley, Elle Ferguson and Tash Sefton of They All Hate Us, and Claire Fabb of Style By Yellow Button.
The ‘W’ Edit, Witchery’s blog platform (blog witchery.com.au), will be the primary host for the Style Collective content, with the content to also be communicated across the brand’s EDMs and social media channels. Content will subsequently also stream through to the Style Collective’s own digital channels.
The brand revealed the investment in the Style Collective initiative was decided off the back of “extensive consumer research undertaken by Witchery in 2012, [which] came back with a clear message - the Witchery woman wants to be inspired by fashion and wants to know how the “it” girls wear it”.
Witchery said that, although the Style Collective concept “may seem simple”, it’s the insider knowledge that will really pull shoppers in, providing them with exclusive content, inspiration and styling advice.
Witchery head of design Linda Levy added that the initiative coincides with a new strategy in play for Witchery, which wil see the brand go “back-to-basics, delivering on-trend pieces that capture fashion’s latest mood, connecting with women (and men) across the globe who look to the brand for the first – and final – word in style”.
“The Witchery woman adores fashion and loves to put her spin on it to make a truly personal, stylish statement. She wants us to provide daily inspiration to do so,’ says Linda Levy, Witchery Head of Design. ‘She doesn’t just want the dress, she wants to know how to wear it, where to wear it and what to wear it with. The Style Collective will further champion our brand philosophy and inspire our customers,” she said.