C&R’s market share exceeds all four major department stores and Nordstrom combined!
Source L.A. Times

THE SITUATION: 1984
standard_red_bar

C&R clothiers was a chain of men’s clothing stores located throughout Southern California and Nevada. For 15 years, their advertising proclaimed they were “on sale.”

As a result, most consumers perceived them as a store with poor quality, unfashionable merchandise.

THE PROBLEM
standard_red_bar

To improve C&R’s image without sacrificing near term sales.

THE SOLUTION
standard_redimg_bar

cr-screenshotAdmarketing’s first campaign began on August 15, 1984. It told the consumer “It’s time you knew the truth” and showed models wearing fashionable clothing from C&R that was identical to clothing at Saks, Neiman Marcus, and leading department stores. The price differences were staggering with the clear implication that was the reason people had been suppressing the truth about C&R.

THE RESULTS
standard_redimg_bar

cr-graphBy the month of September, comp sales were up 30% and continued to climb. October showed a 45% increase. November showed a 60% increase and December a whopping 67% increase. And all of this was accomplished without ever mentioning the word “sale.”

NEW SERVICES
standard_red_bar

After solving the quality image problem to a large extent, C&R then introduced a new service called “Express Tailoring.” Using the theme and music, “What a difference a day makes,” C&R promised customers that you could buy your clothes today and wear them tomorrow.

THE RESULTS
standard_red_bar

In 1984, C&R’s market share was 8%. By 1985, it had climbed to 12% and by 1990, to over 20% – a share that exceeded all 4 major department stores and Nordstrom combined!