Jobs slashed and brands dumped: The department store as we know it is gone 78



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In their hey-day, department stores were our one stop shop for everything for the home. We could even have a meal and coffee there, and catch up with friends. They really had it all. But now, these mega stores are struggling to survive in a saturated brand-store market.

This morning, it was announced that Myer is dumping 100 brands from its stores, which follows David Jones’ lead – earlier this year 180 brand names were wiped from their shelves.

It’s a shock for smaller suppliers who count on the department store to sell their goods.

The brands to be cut are across the men’s, women’s, children’s, footwear and homewares departments and will no longer be available in the 67 Myer stores. They will be cleared in a “spring clean” sale from today.

New brands such as Aje, Jack and Jones, Calvin Klein White Label, Daniel Avakian and Oscar de la Renta will take the place of the removed brands.

According to newly appointed Myer CEO Richard Umbers, he is optimistic the new brands will be successful in luring shoppers and generating sales growth. But we wonder, do those brands appeal to you?

Myer has declined to revealed the names of the deleted brands, only saying that some were minimally presented in store.

The news comes just a day after it was announced Myer will cut staff hours by up to 20 per cent, and reduce its permanent staff in favour of casual workers.

In their defence, a Myer spokesman said it was all about flexibility and reducing staff hours during quiet periods.

“We are changing the mix of permanent and casual team members to achieve greater flexibility, so we can align our workforce with customer demand and adapt to changes in store traffic flows,” they said.

Can Myer really afford to cut its staff and brands at a time when getting it right is so crucial? We’ve asked before on Starts at 60 and many who go into department stores feel upset at the lack of customer service offered compared to the good old days when there were multiple staff members in every area of the store.


So we want to know today, are you still shopping at department stores? Or have you moved on? Do you think they will survive?


Starts at 60 Writers

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  1. Well I can tell you right now the reason I stopped shopping at Myer had nothing to do with the brands they did or didn’t stock, and everything to do with lack of service! So now they are further reducing staff levels and shuffling sales stock to attract more custom. I have no qualifications in marketing, but it doesn’t matter what brands they stock if you can’t find anyone on the floor to serve you.

    1 REPLY
    • This also the reason I do not go out of my way to shop at Myer anymore. On arrival in Homewares, no one on the floor for at least 20 minutes. Then on arrived to operate the check out, but it was at the opposite end to where I was trying to purchase a kitchen knife, locked in a show case. I bought my knife elsewhere.

  2. Don’t shop there anymore live in regional vic but love to visit Melbourne one but are expensive for normal peole. Would love to see an Aussie only store!!!
    Agree with cathy Garbie

  3. We have a Myer store close by at Knox City, however I rarely go there these days because they have out priced themselves, I think Myer and David Jones will be a thing of the past because the average person can no longer afford them, most of my money seems to go on utilities these days with not much left over, it has become a RIP OFF SOCIETY where companies think they have the right to charge what they like.

  4. No service especially Myers, you can walk around with a goods you want to pay for & can’t find anyone. Most times I put the down & walk out, only have a short lunch hour. I think these stores will ‘die’ shareholders look out!

  5. Always shopped at Myers, I found them competitive and the products were of reasonable quality. Downsizing could be the beginning of the end but I hope not.

    1 REPLY
    • Me too, have found excellent service & rewards, from Myer, even tho they are quite a distance away.They will price match with other retailers too,— if you ask…We have bought most of our major items there, computers, iPads, etc.

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