After opening 39 stores in the Western Cape, Garden Route and Mpumalanga, Choice Clothing recently realised that they had spent all their time building up the business, and opening successful stores, but not much time and resources were spent on nurturing their brand and developing it.
"It's all well and good being known for offering really low prices, but when the guy next door is also offering low prices, how do you distinguish yourself, and keep customers loyal?" That was the challenge posed by Choice Clothing to a number of Cape agencies. After a hard-fought pitch, Brands Hatch walked off with the business. "It was their realistic, structured approach to evolving the brand, that made up our minds," said Gavin Mosbach, Operations Manager for Choice Clothing. "They proved how cost-effectively a brand can be developed without alienating current shoppers, or burning through a hefty budget."
