Daniel Hechter

Challenge
The men’s formalwear market is highly competitive with increased price pressure coming from value clothing operators. As one of the world’s largest suit manufacturers, Berwin & Berwin recognised the need to reinforce the market positioning and credibility of one of its licensed fashion brands, Daniel Hechter.

The challenge was to maximise brand awareness within a limited marketing budget.

Insight
Research found that the target audience is more marketing savvy, more cynical to marketing messages, harder to reach and increasingly turned off by traditional advertising. Communicating online enables direct contact with the audience in a way that is relevant, cost effective and measurable.

Solution
A brand campaign aimed at building awareness was delivered through both traditional and digital routes to market, including online advertising, ambient media and in-store point-of-sale, and directs consumers to a new Daniel Hechter brand website.

The rich media website is designed to explain the brand, showcase the range and drive traffic to the stores. Streaming video immerses visitors in the emotional ‘lifestyle’ attributes of the brand whilst full screen images highlight the quality and detail in the product.

Consumer data captured via the brand campaign and is enabling Berwin & Berwin to deliver future relationship building initiatives.