Myer has engaged bloggers to promote their Autumn/Winter Miss Shop fashion collections to young women. A campaign by Icon Communications Melbourne together with Pedestrian Group saw prominent Australian fashion bloggers engaged to promote Myer’s Autumn/Winter 2012 Miss Shop range. A range of shoots are presented on the Miss Shop Blogger Project website.

Demographic

The project is aimed at young women who have cash to spare and little overheads. Myer’s youth fashion sector sales have doubled in recent times, whilst the store experienced an overall 17.5% profit slump.

Bloggers

The project sees 15 Australian bloggers as models dressed by Myer in a range of themed shoots. Bloggers include: Alexandra Spencer (4th & Bleeker), Nicole Warne (Gary Pepper), Jessica Stein (Tuula), Mandy Shadforth (Oracle Fox) Zanita Morgan (Zanita Zanita), Sara Donaldson (Harper and Harley), Stephanie Kramer (Watermelon Crush), Tessa-Jay Slight (Circa Now), Claire McManus (Stolen From Grandma).

Shoots

The bloggers were photographed by Nirrimi Firebrace, Thom Kerr, Akila Berjaoui and Elvis Di Fazio in one of Miss Shop’s key Autumn Winter 2012 trends which they title: Prim & Perverse, Sixties Pop, Country Girl and Luxe Grunge.

Attention

The shoots appeared on the project site, each blogger’s blog, and social media channels. The project has also featured in trade and mainstream media.

Rumi Neely

The project was launched by Los Angeles fashion blogger Rumi Neely, of Fashion Toast. Rumi has almost 70,000 twitter followers and her blog receives over 100,000 hits per day.

Teen spending and digital

According to the 2011 Dolly Youth Monitor survey, 57% of teenagers aged 14 to 17 shop online. 90% of those surveyed use Facebook, 79% have liked a brand and 62% have commented on a brand page.

Roy Morgan research (December 2011) puts spending of 14 to 17 year olds at $98 – $185 per week. Collectively over a four-week period, spending totalled $94million on clothing.

Main image: garypeppervintage.com

Secondary image: Pedestrian.tv