David Jones has figured out how to lift its flagging sales by getting back to basics and utilising Australian talent to showcase its star women’s brands.
Hit hard by the COVID-19 downturn, the department store’s marketing guru Bridget Veals, general manager of womenswear, experienced a Eureka moment while assessing the surprising upward trend of top-performing luxury women’s brands.
Defying the curve are primo loungewear labels Jac + Jack, Bassike, PE Nation, Viktoria & Woods, and C&M, writes The Australian.
But the stylish knitwear designs would amount to little more than expensive tampon cloth without an Australian model to capitalise on the optimism that these knits and weaves inspire.
Nurturing the homegrown market takes an observant eye and an instinct for what entices locals. Australian women, domestic-bound due to the virus, have discovered the splendour of their backyard and its designers.
The store has therefore taken the opportunity to harness the rustic poetry of the Australian landscape and accentuate that indigenous essence.
The retailer is celebrating the spirit of homegrown with its campaign for the forthcoming Jones magazine by posing an African woman in their exclusive duds using Australiana as her native backdrop. Yes, the recent bushfires might have made her hard to distinguish from the charred stumps of slender Eucalypts, but the Megalong Valley in the Blue Mountains proved the perfect location for this Sudanese … model.
It’s perfect timing, too, because just as three behemoth-lipped African harlots from Queensland are facing tens of thousands in fines and five years in Wentworth for spreading Kung Flu after a shoplifting spree at high-end Melbourne clothing stores, it would be worth an executive’s job to overlook this unique opportunity to capitalise on local talent.
Where some might see an African woman bedecked in such finery and immediately search for the security tag, Veals views the market through rose-tinted Woke lenses. This is why she shunned the talent agencies in favour of the Adelaide court lists to secure the services of Adecht Akech Bior, which might sound like something a bomb-vested terrorist yells while plunging into a crowd, but is the name of a “global beauty” whose life matters. The phrase ‘go Woke, go broke’ is alien to her.
“We’ve seen a really good response in WA — she’s back out. It’s very encouraging. She’s shopping again, wearing Bec & Bridge, Shona Joy. It makes you feel optimistic that once we’re out of it — and hopefully NSW doesn’t go backwards — people will feel optimistic but careful with their purchases,” said Veals, speaking with all the light-mindedness one would expect from somebody whoring themselves in the fashion industry.
Putting aside Veal’s nonsensical quote, nothing can take away Bior’s impressive portfolio, which includes stab-proof vests modelled for Maangamizi ahead of the Afrikan Emancipation Day in Brixton, UK.
Yes, the world’s second-largest, second most-populous continent didn’t just bring you AIDS and street criminals, but now it’s the go-to source for organic mannequins.
It’s a good thing we never shop at David Jones, but after this, ho ho, we’re never likely to.