Myer once stood for the aspirational middle class but now it's lost sight of who its customers are

Written by Sean Sands, Associate Professor of Marketing, Swinburne University of Technology

A big part of retail group Myer’s problem is that it has tried to be all things, to all customers. Myer has tried to hang on to its high-end customers of old, while trying appeal to value-conscious, bargain oriented customers who only shop on sale.

Its place in the marketplace, and in the mind of the consumer, remains unclear. This week,...

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