brands

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.”