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STRATEGY’S BRAND POSITIONING FOR
BIRCH’S MAN

We have an ardent belief in local brands for their commitment to stay connected with customers
and their remarkable ability to deliver personal attention, values that have sadly been lost in
today's mass production and growth in technology.
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One such local brand is Birch's of the T. Birch & Co Retail Group. Having started as a men’s outfitter in 1860, Birch's has dressed gentlemen from Kimberley to Johannesburg for over 150 years. Over the past few decades, the Birch's name has also become synonymous with school wear and old gentlemen’s attire. Compounded by a competitive market on the high street, the store had an ageing customer base, which meant that they were losing out on their future customer. Strategy was asked to reintroduce these two old acquaintances - the modern gentleman and the customer Birch’s had known so well for the past 150 year
In a modern retail world of mass production and a lack of personal connection, Birch's Man needed to be known for its standards and authenticity. Further underlying this concept was that Birch's Man, while it focused on the future, stands for traditional values of style, manners and determination. These values were conveyed through a new corporate identity, seasonal advertising campaigns, as well as website elements and social media signaling the era of the new gentleman.
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The new brand and assets have paid dividends with renewed interest in store, increased sales and a steadily growing new customer base.
Birch’s experiences high levels of loyal customer engagement seen through various platforms, including the 10 000 fans following the store on Facebook.
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