On your Marcs get set, go
Marcs - which has struggled since it was purchased by Oroton Group from founder Mark Keighery for $21 million in 2002 - aimed to capture the youth-driven trend-oriented market with its new direction, confirmed Marcs marketing manager Janine Walton.
"We have a new brand positioning which targets the affordable premium fashion category, offering men and women wardrobe solutions rather that one-off items in a huge range of colours, which is what Marcs has historically focused on."
Walton said Marcs product would feature increased emphasis on themed wardrobe solutions at better quality and lower prices.
"You'll no longer walk out of Marcs with just that classic V-neck knit that we do so well; you'll now have the perfect shirt, jacket and jeans to go with it. Our menswear pricing has already been reduced by 35 per cent and we are currently working towards lowering our womenswear prices."
The store redesign would see the Marcs' white, minimalist styling replaced by a darker, richer palette, wooden floors and designer furniture. Store refits had already commenced at Marcs' Mosman, Pitt Street and Paddington stores, with the roll out to all stores to continue over the next few months.
Sydney agency Eskimo has been appointed to help Marcs develop its "Individually, Together" marketing campaign, featuring a party after a group of friends head off for a weekend.
The re-launch marketing campaign would utilise a combination of above and below-the-line marketing activities from full page press advertising in the Good Weekend newspaper supplement to the launch of a new website and regular electronic direct marketing campaigns, Walton confirmed.
Public relations activities, including product look books, regular press releases, a brand ambassadorship program and an exclusive press VIP discount scheme for the press would also play a "significant role in putting Marcs back on the fashion agenda", she said.