Myer Celebrates GAP’s Arrival In Latest ‘My Store Is’ Series Via Howatson+Company

Why It Matters

The partnership underscores Myer’s push to modernise its brand mix and capture Gen Z shoppers, leveraging Gap’s renewed cultural cachet to drive store visits and online engagement.

Key Takeaways

• Myer partners with Gap for fresh “My Store Is” campaign
• Campaign stars Olivia De Jonge and Australian cultural icons
• Gap’s Australian comeback aims at younger, trend‑forward shoppers
• Myer adds Topshop, Sportscraft, Lioness, Wolf Gang recently
• Howatson+Company handles creative and production for Myer

Pulse Analysis

Myer’s latest “My Store Is” activation reflects a strategic pivot toward younger consumers in a fiercely competitive Australian retail landscape. By re‑introducing Gap—a brand that has recently re‑established itself as a cultural touchstone through high‑profile collaborations—Myer aims to inject fresh relevance into its department‑store format. The move aligns with broader industry trends where legacy retailers are reshaping their portfolios to include globally recognized names that resonate with Gen Z’s demand for authenticity and contemporary style.

The campaign’s creative direction, led by Howatson+Company, leverages a mix of local talent and cultural influencers to deepen Gap’s connection with Australian shoppers. Featuring Olivia De Jonge, hip‑hop dancer Rome Champion, Collingwood AFL star Isaac Quaynor, and the Velos sisters of Golden Groves Olive Oil, the rollout blends fashion with music, sport and lifestyle narratives. Media planning through Essence Mediacom, a WPP brand, ensures multi‑platform reach, while the integrated creative‑production approach streamlines messaging across in‑store displays, digital assets and social channels.

For the broader department‑store sector, Myer’s Gap partnership signals an intensified focus on experiential branding and curated assortments to combat e‑commerce pressure. By positioning Gap as a gateway to contemporary, trend‑forward apparel, Myer hopes to boost foot traffic, increase average basket size, and strengthen loyalty among younger Australians. If successful, this model could prompt other retailers to pursue similar high‑visibility collaborations, reshaping the competitive dynamics of Australia’s fashion retail market.