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Case Study

Helping brands scale and manage profitable growth

The Challenge

Canada’s billion-dollar apparel retailer, Mark’s, prides itself on the principle of outfitting customers with the confidence to look and feel their best, regardless of their situation or environment. Our team was Mark’s trusted marketing advisor, outsourced creative lead, media buyer, and production team for nearly three decades. We have been called upon to help not only maintain Mark’s relevance through the years, as the brand expanded into new regions and faced new competitors, but also to exploit their remarkable value propositions, manifested through the launch and maintenance of a dozen private label brands, numerous web systems, and several new store formats.

The Solution

From the beginning, we helped Mark’s remain focused on their single most remarkable brand attribute – manufacturing and selling “clothes that work”. By this we mean shirts that never have to be ironed; outerwear that is not only waterproof but includes advanced insulation technology that always keeps the wearer the right temperature; blouses, pants and dresses that are specially designed to make women look slimmer; shoes that protect better from elements and have anti-slip soles to keep people on their feet, and many, many more. With emphasis on Mark’s remarkable product differentiators, we executed all aspects of their marketing mix, including retail flyers, in-store signage, television, radio, out of home, email marketing, social media, community events, promotional stunts, online marketing. Clothes that work have become more than just what they make. They’re how they sell. They’re who they are.

The Result

With our help, Mark’s went from a company of three stores, in one market, with a few hundred thousand dollars in sales, to 385 stores in 25 markets across the country, with over a billion dollars in sales. We successfully rebranded to Mark’s—from Mark’s Work Wearhouse—to expand their appeal beyond the blue-collar male worker, resulting in them becoming Canada’s number one men’s casual apparel and footwear destination. In addition, we helped find synergies throughout their acquisition by their mother brand Canadian Tire, and sister brand, SportChek. We’re proud of the diverse and tenured role we played in creating what has become one of Canada’s most successful, enduring, and beloved retail brands.

Further Reading
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