The Challenge

In the late 1990’s, one of Canada’s largest apparel retailers launched a new commercial division initially called Mark’s Work Wearhouse Business Accounts. Over the next 16 years, our team helped this stand alone B2B business unit grow into a $100+ million success story. We were called upon to assist in every aspect of its birth and growth, including naming the new enterprise, and focusing on branding and marketing aimed to give it a cult-like status. Of critical importance was attracting the attention of busy procurement officers and the senior executives responsible for making decisions regarding safety apparel and corporate uniforms.

The Solution

Acting as its outsourced marketing department, we engaged in multiple initiatives to grow the business. To start this mission, we first needed to formally train their sales consultants to ensure everyone had a consistent and true understanding of the business. As the division began to grow internally, we looked outward and began assisting with promoting exclusive Marks’ product innovations that didn’t exist elsewhere in the industry. This included the development of a new website, a variety of online advertising, as well as CRM, and direct marketing efforts such as emails, DM, outbound calls. As Imagewear displayed the practices of a pervasive business, it was of the utmost importance that our solution did too. With the introduction of seasonal product catalogs, new tradeshow strategies, and strong customer programs, we found ways for Imagewear to affect the industry in new and different ways than it had ever done before.