Millers: Millers and Me

This case study describes how Millers, a fashion retailer, drove awareness and engagement to increase sales in the Australian market.

Millers: Millers and Me

Agency: Chaos Media

Challenge + Business Objectives

Australia's 'value-proposition' fashion market is increasingly cluttered. 'Everyday-low-pricing' normal, omni-channel retail offerings standard, high in-store expectations. Australasia's largest fashion retailer, Millers has 360 retail stores, an online-store and a 3m+ female loyalty-programme.

Struggling to maintain leadership within a dynamic fashion-retail environment, Millers needed to differentiate. Reinvigorating Millers and increasing retail-sales was mandatory.

Insight

90% of Millers' customer-base are females 40+ years, many of whom have been loyal customers since Millers' 1993 launch. It was assumed that she was happy with Millers as it was, however declining sales when we...

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