As discretionary spending slows, Myer is overhauling its womenswear offer with more than 25 new brands and a clear target: younger shoppers. Myer is bringing more than 25 new womenswear brands into its stores as part of a major fashion reset aimed at winning over younger shoppers, even as cost-of-living pressures make Australians increasingly cautious about discretionary spending. Effie Kats (left) and Nude Lucy (right) are among more than 25 new womenswear brands joining Myer as the department store targets younger fashion shoppers. The decision to add another 25 brands suggests Myer sees fashion, and particularly a younger fashion customer, as an important part of its response. Now those brands are becoming part of the strategy department stores are using to attract shoppers back.