Luxury Men's Retailer Dons New Look for Insert, Mail Campaign

Share this content:
Luxury men's retailer Marshs celebrates its 80th anniversary with new ownership and its first integrated image campaign consisting of a direct mail/newspaper insert effort.

Marshs, Huntington, NY, was acquired Aug. 15 by Mitchells/Richards, which owns and operates two upscale department stores for men and women in Connecticut.

In the past, Marshs confined its mail efforts to postcard campaigns. This week, however, 18,000 regular customers begin receiving the store's first four-color brochure, which features the cover line "New Beginnings After 80 Years." Another 46,000 copies of the brochure were inserted in yesterday's issue of The New York Times.

"This will be our biggest marketing expense of the year," said Andrew Mitchell, vice president of marketing at Marshs.

Mitchells/Richards' Westport and Greenwich, CT, stores have employed a similar strategy for several years. For example, customers who received the Mitchells/Richards brochure have come into the stores holding pages torn from the brochure, Mitchell said.

The Marshs direct mailer, as well as the Mitchells/Richards efforts, is "more of an image piece," intended to drive customers into the stores by showing the product selection and brands carried, Mitchell said. Marshs currently has no Web site.

Inside the 16-page, 12 1/4-inch by 10 7/8-inch Marshs pamphlet are photographs of the Marsh and Mitchell families along with an explanation of how the new partnership will serve customers. Marshs is a third-generation, family-run business while Mitchells/Richards continues to be run by the Mitchell family. The copy promises greater convenience with three locations, an expanded inventory and "a shared commitment to providing the best customer service in the industry."

The customer service orientation continues on another spread that is dedicated to photographs of Marshs employees. The remaining pages showcase fashions that can be found in the store and include a few photos shot on location in Jackson Hole, WY.

The product mix combines traditional apparel with modern sportswear. Prices for items in the store range from $30 for a pair of shorts to $1,500 for a suit. The target audience is men ages 25-65.

The 36-page Mitchells/Richards brochure is usually produced three times a year. The Marshs brochure will be produced just twice a year for now.


Next Article in Multichannel Marketing

Sign up to our newsletters

Company of the Week

USAData helps businesses find new customers and grow their current customers through a combination of data and digital marketing services, and easy-to-use SaaS technology products. We enrich customer data so businesses can more effectively target and communicate with customers, and connect them with their best look-alike prospects through digital and traditional channels. We make it easy through simple, self-serve applications and APIs, as well as through full-service programs managed by our Data and Digital experts. 

Find out more here »

Career Center

Check out hundreds of exciting professional opportunities available on DMN's Career Center.  
Explore careers in digital marketing, sales, eCommerce, marketing communications, IT, data strategies, and much more. And don't forget to update your resume so employers can contact you privately about job opportunities.

>>Click Here

Relive the 2017 Marketing Hall of Femme

Click the image above