Myer's 'mash up' with online Tiger Mist reaching out to young fashionistas

In a unlikely alliance, department store chain Myer is collaborating with a pure-play online fashion brand with more than one million social media followers to attract young fashionistas into its bricks-and-mortar and online stores.

In a move described by chief executive Richard Umbers as a "mash up" of physical and digital retailing, the department store chain has signed up women's brand Tiger Mist, which sells women's clothing and accessories through its website and online retailers such as ASOS.com.

It is believed to be the first time Myer has signed a pure-play online fashion brand to its portfolio.

Tiger Mist was established eight years ago by Australian sisters Stevie and Alana Pallister, who opened a Tiger Mist boutique in Melbourne and created their own label, Rise of Dawn. Tiger Mist the label was created two years ago. The two brands are sold on the Tiger Mist website and are stocked by international online and bricks-and-mortar retailers such as Nasty Gal, ASOS, Forever 21 and Revolve.

The brand is aimed at 15 to 25-year-old women and sells bodycon, bandage and lace dresses, crop tops and skirts for between $50 and $100, competing with online retailers such as boohoo.com, Princess Polly and The Iconic.

Mr Umbers said Tiger Mist had moved into the department store sector for the first time to take advantage of "show rooming", where consumers examine products in store before buying online.

"The partnership with [Tiger Mist] is a significant milestone for Myer, as the brand has a phenomenal online following, with in excess of 1 million followers across social networks," Mr Umbers said.

"The arrival of the brand into Myer stores is a demonstration of Myer's commitment to omni-channel and our focus to bring wanted and relevant digital brands into the physical department store environment," he said.

Mr Umbers, who took the helm in March, has also filled one of the last vacancies in his senior management team, hiring former Coles Online general manager Mark Cripsey for the newly created role of chief digital and data officer.

Mr Umbers said the move reflected the increasing importance of omni-channel retailing, digital and the use of data at Myer.

In July Myer announced plans to install in-store digital hubs, which combine traditional department store services such as gift wrapping with "new world" services such as online ordering and click-and-collect.

The hubs are expected to boost foot traffic and sales in stores and online while reducing fulfilment costs, as online orders are picked, packed and dispatched from the hubs.

Mr Umbers is set to release the outcome of a long-running strategic review in September.Read more at:prom dress shops