This report provides a comprehensive review of David Jones' financial and corporate performance within the Australian upmarket retail sector. It assesses the market size and trends, highlighting the challenges and opportunities facing the company. The report explores strategic options, ultimately recommending private labeling to create a competitive advantage and mitigate market risks. It details the implementation of this strategy, including product selection, supplier management, and marketing approaches. The report also emphasizes the importance of monitoring and controlling future performance through digital tools and evaluation committees to ensure long-term profitability and customer satisfaction. This detailed analysis offers valuable insights into David Jones' strategic management and potential for growth.