Catalyst Brands Drives Retail Revitalization with Cultural Relevance and Heritage marketing
NEW YORK – November 6, 2024 – Catalyst Brands, led by CEO Ken Ohashi, is spearheading a marketing overhaul for legacy retailers JCPenney, Brooks Brothers, and Eddie Bauer, focusing on blending brand heritage with contemporary cultural moments to attract both loyal customers and new demographics. The strategy centers on repositioning these established brands beyond their traditional identities, acknowledging shifting consumer preferences and the evolving retail landscape.
JCPenney’s approach involves a dual strategy: maintaining appeal for longtime shoppers seeking private-label products and deals while simultaneously attracting younger consumers, like millennials, interested in major brands such as Nike and Adidas. To engage this younger audience, JCPenney is actively “leaning into culture,” exemplified by gifting a $10,000 wedding to a couple in Venice, California – a playful nod to Jeff Bezos’ recent wedding in Venice, Italy. The retailer is also collaborating with plus-size model Ashley Graham on product development and marketing campaigns.
At Brooks Brothers, Ohashi took the helm shortly after the brand’s 2020 bankruptcy filing. He identified a narrow focus on suits and shirts as a barrier to appealing to the growing trend of casual yet professional apparel. Coupled with high operating costs from an extensive physical store network, a brand revitalization was deemed necessary. The core objective became modernizing the brand while leveraging its history. “I don’t think the brand really had a vibe,” Ohashi stated. “We didn’t really understand why people are coming to Brooks Brothers and what is the feeling and vibe that we want customers to feel?”
A recent campaign celebrating the 125th anniversary of the Brooks Brothers button-down shirt aimed to reshape perceptions by highlighting the brand’s pioneering role in creating the now-ubiquitous garment. “Prior to Brooks, the collar and shirt were two separate pieces-Brooks attached it,” Ohashi explained.
Eddie Bauer is undergoing a similar transformation, shifting from a primarily outdoor and technical apparel focus to a broader lifestyle brand.Catalyst Brands’ strategy, according to marketing lead Jamie Thalberg, is to demonstrate “the art of the possible” rather than attempting a complete brand reinvention. The brand’s holiday campaign positions Eddie Bauer as outdoorsy, appealing to a wider audience beyond dedicated outdoor enthusiasts. “For every person that was going to climb Mount Everest, there’s a guy or woman who wants something cozy, great, and easy to walk the dog,” Thalberg said.
crucially, Catalyst Brands emphasizes the importance of retaining existing customers while pursuing new markets. “We really try to not fire out existing customers in the process of trying to go flirt with some new ones,” Thalberg added. “Its not easy to do – you have to be really thoughtful.”
