Is Myer still Jenâ€™s store?

Jennifer Hawkins is the face of Myer but doesn't feature in their new campaign. Source: News Corp Australia

UNDER siege department store giant Myer has dropped its decade old "my store" tag line and will instead be encouraging shoppers to "find wonderful" from tonight.

As it fights of the ravages of huge profit drops as shoppers of all ages flee to online bargains, Myer has revealed its biggest brand reshuffle in ten years.

But the face of Myer, Jennifer Hawkins, is noticeably absent from the store networks big relaunch.

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Myer told the Herald Sun there is nothing sinister in the move, saying Hawkins would remain as the face of the department store.

Myer said it came up with the "find wonderful" line — which it acknowledged was a "major shift" — after "extensive research" into the Myer customer base and "its desires and aspirations".

"We now better understand who our shoppers are and what they are looking for when

shopping at Myer," chief Bernie Brookes said.

Instead the new campaign features little known Adelaide actress Tilda Cobham-Hervey.

Adelaide actress Tilda Cobham-Hervey fronts the new Myer campaign. Source: Supplied

Mr Brookes came under fire last week after taking home $2.57 million for the year, despite a 20 per cent profit drop.

"In the fast changing retail landscape we wanted to know how and where we fit into the expectations and desires of today's retail consumers," he said.

The brand relaunch begins with a major television campaign commencing tonight and will also appear in cinemas, online and in-store.

Acknowledging the changing tastes of consumers Myer said the campaign was about appealing to the new "contemporary customer segment" while "emotionally engaging with all our existing customers".

The new branding is by the Clemenger advertising company — known for campaigns including Carlton Drought — after Myer earlier this year parted ways with Ogilvy & Mather.