Whilst already a successful retail brand with five stores selling luxurious own brand merchandise (and a well-kept secret), our brief was to create a marketing strategy to take C & C to its next level of growth. To position it as the epitome of sartorial elegance and reach a much wider audience to accelerate both retail and online growth. To promote its wide range of own brand merchandise with particular attention to tailoring (especially custom made) using only the most desirable and luxurious cloths.
We planned an extensive marketing strategy, visual brand campaign and new packaging – both short and long term. A strategy that elevated the brand and accentuated its luxurious merchandise – with emphasis on the fine tailoring and particular style that makes it so unique and desirable. The new visual strategy highlights these qualities as never before. On March 17th, 2016 the first stage of the campaign was launched. The new transactional website (featuring a large selection of merchandise and highlighting important areas) was presented to the press, the brand advertisements in glossy menswear magazines and newsprint, and the new in-store newspaper. As Brand Ambassador, we chose and directed our partners – PR, Website and Media teams. Partners who also understood the luxury menswear market thereby guaranteeing that we all worked closely together to reach the launch date seamlessly – following the marketing strategy and visual imagery through all forms of communication effectively. Watch this space.