Fashion Store Wars

The catwalk is the new front line as David Jones and Myer battle for supremacy, writes Dan Silkstone.

In Sydney they are calling it store wars - the frenzied grab for market position and brand chic that has department store giants Myer and David Jones gazumping each other with publicity stunts and competing for local fashion designers like footy coaches squabbling over draft picks.

This week, central Sydney came to a standstill as office workers gawked from windows high above Martin Place. Below, Myer had converted the street into a giant mirrored catwalk to launch its spring fashion collection. Lanky models bestrode breezy ventilator grills for a mass Marilyn moment. The rumoured cost was $400,000.

Earlier that day, David Jones fired its salvo, unveiling one-time supermodel Linda Evangelista. On Wednesday, the catwalk-stroller was the star turn at an elaborate, Greek-islands-them ed parade in central Sydney.

Now the battle is coming to Melbourne. And increasingly it is being fought on the city's catwalks. Evangelista will sashay into town next week, just as both stores are fine-tuning extravaganzas to mark Spring Fashion Week, beginning on September 6.

more: theage.com.au/articles/2004/08/13/1092340469968.ht (159)

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