After more than 20 years in the industry, struggling fashion retailer Marcs is revamping its store design and launching a new marketing campaign in a bid to win back customers and attract a new generation of trend-driven consumers.
The revamp of the Oroton Group’s Marcs chain, which is aimed at revitalising and repositioning the brand, encompasses a youth-driven marketing campaign and a total refit of the stores.
Marcs has struggled since it was purchased by Oroton Group from founder Mark Keighery for $21m in 2002. Last year it closed two stores.
The decision to relaunch the brand as an “aspirational and confident fashion label” followed intense market research and trend forecasting locally and overseas.
Sydney agency Eskimo has been appointed to help Marcs develop its “Individually, Together” marketing campaign, which centres around an unfolding party after a group of friends head off for a weekend away.
The store redesign by Sydney-based IdeaWorks will see the familiar white, minimalist look replaced by dark, warm colours to create a more inviting environment.
It will walk the line between modern and dilapidated, with worn timber floors and modern, designer chairs.
Mannequins are also being introduced in the store and in windows to encourage customers to buy complete looks rather than just separates.
Oroton Group executive director Tom Lane said: “We will seek to reconnect with the current customer, introduce the brand to a new generation of trend-conscious consumers and also entice past customers back into store to sample the new and exciting product on offer”.
The first store to incorporate the new look will be in Mosman, Sydney, followed by a gradual roll-out in the remaining stores.
