That's a nice change, Katies

Shona Gallagher

The re-launch of Katies was difficult because it was a soft, not a radical change. There was no dramatic newsworthy story to tell.

'That's a Nice Change, Katies'

Shona Gallagher

 Background

Katies' heritage

Katies opened its first store in Rundle Street Adelaide in 1954, offering good quality women's fashion at a very affordable price. In 1984 the retail operation was acquired by G J Coles Ltd as part of the Coles Myer Specialty Retail Group. Today Katies has over 215 stores throughout Australia and New Zealand and is the largest specialty retailer of women's fashion in Australia.

The highly competitive women's apparel/outer fashion market is currently valued in excess of $55 billion. Katies is now the largest brand of women's wear sold in...

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