Case Study: Ongoing Marketing Initiative
Mitchell McCabe Menswear, located in Melbourne, was established in 1901. They specialize in national and internationally renowned fashioned brands in a higher range medium price point. They have three stores, all located within the metropolitan area of Melbourne. They never have sales, apart from a small rack of one-offs to catch the attention of the odd passer-by. The trade had consistently grown incrementally over the past 20 years with a loyal clientele.
The challenge was increasing the frequency that customers were buying and offer a solution to the ever-increasing online competition. More and more frequently, customers commented that the brands had online promotions, discounting the same products we were selling at the time. It was becoming more and more difficult to defend the value of the clothing when the brands themselves were discounting their own clothing. Simply continuing to state that the store doesn’t run sales was risking coming off as arrogant.
Arore Communications was tasked with creating an ongoing marketing initiative to increase the frequency customers were buying clothes and reinforce existing loyalty without depreciating the store’s 100-year + cultivated reputation in the community.
As this new initiative had to be permanent and ongoing, it had to correspond with the existing values and culture of the store.
As a fashion designer by trade, Andrew Scawen, the owner’s background and passion, revolves around buttoned shirts. The store has a long-standing sense of community and regularly supports community groups and children’s sports teams.
After considering the store culture, history, store personalities, and profit margins, the “Give a Shirt” initiative was conceived. The democratic culture in the company necessitated the input and buy-in from the entire team. Once the staff agreed and was on board, we developed a consistent messaging plan and designed and implemented a simple branding package.
OUT WITH THE OLD, IN WITH THE NEW.
GIVE A MATE A HAND UP.
BE REWARDED IN A REAL WAY.
when you trade in an old one.
HOW IT WORKS
- Bring in any used button-through shirt to any Mitchell McCabe retail location.
- Select a new shirt and get $25 dollars off – in exchange for your used shirt.
- We clean and press your used shirt and donate it to a man less fortunate.
* One $25 credit for every new shirt purchased – by all means, bring in more shirts.
** Only Long or short-sleeved button-through shirts included in this initiative.
In-store Only; Not Available Online
St. Luke’s Anglican Church
St Luke’s South Melbourne is a community-based Anglican Church with a heart for supporting and sustaining local, inner-city community. We see there is great value in learning to think local, shop local and worship local, as together we seek to rebuild inner-city village communities. In our work, we come across a large number of people who struggle to survive for a variety of reasons, but recognise them as part of our local community and do what we can to help.
The Give-A-Shirt initiative is much appreciated by those who come to our community meal, held every Saturday at 5:00 pm on the church premises. This is a three-course meal that serves 50-60 members of our local community.
Results in the community
After running for four years, the Give a Shirt initiative has become an integral part of the culture in all three of its Melbourne stores. The ongoing initiative has resulted in 1000’s of business shirts benefiting men on their way up all over Melbourne.