Myer Mardi Gras Equality
Myer signed a three-year deal as the exclusive fashion and retail partner and major sponsor of the Sydney Gay & Lesbian Mardi Gras.
OBJECTIVE: Create hype around the partnership through a range of activities, apparel and instore theming including signage, windows, stairs, balustrading and vendor displays. The rainbow colour scheme of purple, blue, green, yellow, orange and red needed to replace Myer’s iconic black and white brand; taking centre stage of Myer stores!
“Fashion and retail have always been considered a safe place for the LGBTQI community – not only accepting but celebrating creativity and the contribution to the industry.” We wanted the stores to embrace this sentiment. The strong rainbow aesthetics rebrands the stores from external signage and windows, through to VM and propping; The rainbow representing people from a diverse mix of cultures, religions and sexual orientations.
Supporting Mardi Gras gave Myer the opportunity to demonstrate our commitment the LGBTIQ community, shaping a positive direction for the future generation. Levi’s sales results were well beyond expectations with sales forecast (and therefore stock ordered), based on previous year. Most sizes were sold in the first 2 weeks! This project was successful in raising awareness, standing together with leading Australian brands to showcase our commitment to diversity and inclusion in the workplace and broader community. The project featured twice in the Sydney Morning Herald and Australian Telegraph driving awareness about being a positive voice for diversity and inclusion.
Retail point of sale