Witchery’s Rebrand: “Bold Awakening” or Just Another Collection?
Last week, Witchery Australia, a renowned clothing brand under the Country Road Group, took a dramatic step by wiping their Instagram account clean. This bold move was a prelude to their highly anticipated rebrand, teased with the bio: “BOLD AWAKENING — 02.07.24”. Now that the date has passed, it’s time to dive into what this "bold awakening" really means for Witchery and its loyal followers.
Witchery demonstrating a new look and new photography direction, including models taking “selfies” of themselves in their new clothes.
The Rebrand Unveiled
On July 2nd, Witchery revealed its new look, branding it as a “bold awakening.” But does it truly live up to the hype? While rebranding is inherently a bold move, the new direction appears to be more of an evolution than a revolution. The campaign, despite its claims of boldness, seems like a fresh collection rather than a complete overhaul.
Questioning the Need for a Rebrand
Every fashion season demands a new collection, and with each new collection comes a refreshed campaign. So, was a full rebrand necessary? Critics argue that branding this seasonal update as a “reawakening” might be overkill. Fashion trends are fleeting, and today’s “bold” pieces may soon be out of style, necessitating yet another rebrand.
Public Reaction
The response from Witchery’s audience has been mixed. For instance, the introduction of a bubble mini skirt and crop top was met with backlash from some of their older customers. Comments ranged from concerns about the relevance of these styles for their age group to critiques on the brand’s pricing model.
One commenter noted:
“Bubble skirt & crop top?! I don’t think so at 59 - not for many of us so will be looking elsewhere. I suppose they’re looking at a different demographic. Hope they can afford the prices as well!”
These comments demonstrate frustration with Witchery’s new look and lack of inclusivity.
The New Direction
Witchery’s new head designer, Kirby, introduces a collection that mixes ready-to-wear and weekend wear, aiming to create a curated, on-trend wardrobe. The brand promises a blend of directional pieces and beautiful basics, enhanced by fashion-forward details and accessories. Their launch post declared:
“IT’S HERE. Welcome to a new look Witchery and the latest collection. BOLD AWAKENING. Introducing a fresh design direction exploring the language of bold statements and future classics. From soft feminine drapes to structured silhouettes, no detail has been overlooked. This is ready-to-wear and weekend wear for the considered wardrobe. Available in sizes 4-18.”
However, following criticism on the lack of size inclusivity, Witchery updated their caption to address the changes in their sizing model.
The Reality of Brand Perception
Changing a brand’s perception is a long-term process. For many, Witchery is still synonymous with classic, sophisticated styles rather than trendy, youthful pieces. Despite the fresh direction, the challenge lies in altering the entrenched brand image held by their existing customer base.
What Defines Bold Marketing?
For a campaign to be truly “bold,” it should inherently exude boldness without needing to state it. When thinking of bold marketing, brands like Oatly and Go-To Skincare come to mind, known for their audacious and attention-grabbing stunts. Wiping an Instagram account and revamping the website, while impactful, doesn’t quite measure up to those standards…
This? Bold. (via Oatly)
Sending 50 girls donned in face masks & robes into the CBD? BOLD. (via Go-To Skincare)
Conclusion: The Future of Witchery’s Bold Awakening
While Witchery’s new collection is aesthetically pleasing and marks a shift in creative direction, it remains to be seen if it will redefine the brand in the eyes of consumers. For a rebrand to be successful, it must resonate deeply with both existing and new customers.
Key Takeaways for Brands
Understand Your Audience: Rebranding efforts should align with the expectations and preferences of your core demographic.
Bold Moves Require Bold Actions: A true rebrand should incorporate innovative marketing strategies that go beyond aesthetic changes.
Consistency is Key: Consistent messaging and engagement are crucial to shift brand perception effectively.
Inclusivity Matters: Addressing and incorporating customer feedback on inclusivity and accessibility is essential for modern brands.
Final Thoughts
As we watch Witchery navigate this new phase, it's a reminder that while bold statements are impactful, they must be backed by substantive changes. Time will tell if Witchery’s bold awakening will be a lasting transformation or just another seasonal update.
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