PHILADELPHIA, Oct. 30 /PRNewswire/ -- Daffy's, a leading off-price retail clothing chain, will unveil what it calls "an extraordinarily creative and daring" branding campaign on November 1 with its new "agency of record" Kanter International, the Philadelphia-based business and brand building firm.
The campaign will include print ads, billboards, "wild postings" and a complete in-store repositioning, all highlighting the "high fashion at low prices" theme, according to Kanter International President Daniel Erlbaum. The campaign will target: the "unabashed fashion seeker," the stylish youth, and the "consumerist" who is not willing to pay premium prices, but is looking to be a part of the fashion lifestyle, he said.
"We are proud of our heritage of strong and provocative creative work," said Daffy's President Marcia Wilson.
"But Kanter International is not a traditional marketing agency. They are much, much more. They really focused on our business issues first and they gained incredibly deep insight into our organization, product and brand. That took our creative to an even higher level this time, and their holistic integrated approach should help move us sharply towards our sales and profitability goals," she said.
"We believe this campaign communicates the Daffy's story in a way that effectively communicates our high fashion sensibility and bold personality, which sets us apart from our peers. The campaign is unique and highly entertaining," she said.
With advertising headlines such as "Look Like You Have Expensive Taste," "Almost Prada For Next to Nada," "Slave to Fashion, Dominatrix to Prices," "Lifestyles of the Upper Middle Class and Not So Famous," and "Do These Pants Make My Wallet Look Fat?" the campaign is sure to cut through the clutter when it begins in New York, New Jersey and Philadelphia on November 1.
Wilson also believes the totally revamped in-store environment and promotions, also designed by Kanter International, will entice the target consumer to be "Dafferent" -- which is how the company describes its brand-loyal customer, and will be an essential part of the complete Daffy's brand experience.
The campaign comes after roughly seven months of working with Kanter International's three integrated service units: business consulting, brand strategy and marketing services. Kanter International remains Daffy's business consultant and advertising agency of record.
"Before we ever touched anything marketing-related, we immersed ourselves in far deeper levels of the business," said Erlbaum.
"Led by Steen Kanter himself, our CEO, we worked with Daffy's on corporate and financial planning, organizational development and provided general management support. We then conducted extensive research on their overall market, relevant consumer segments and the state of the Daffy's brand. Only then did we address the marketing communications opportunities. The result is a program which will drive Daffy's toward business and brand leadership," he said.
"Kanter International leverages the hands-on operational experience of its senior executives, at leading brands such as IKEA, Blockbuster and David's Bridal. They have sat on our side of the table, and they know how to think and act like category leaders," said Wilson.
"We believe they are helping us build a leading brand that really connects with the consumer on an emotional level. They share our goals, and they are an integral part of our team. Together, we will grow this brand on a national scale," said Wilson.
Kanter International's holistic and integrated approach to business and brand building leverages the operational leadership experience of its senior team. The company, consisting of more than 35 professionals, is headed by CEO and chief business consultant Steen Kanter, former president of IKEA U.S. East and former president of The Body Shop, U.S. Its president is Daniel Erlbaum, former vice president of David's Bridal, Inc. Additional senior team members bring management experience from such companies as Procter & Gamble, Blockbuster Entertainment, Mothers Work and Linens 'n Things.
Headquartered in Philadelphia, revenues of the firm grew more than 35% last year and 50% the previous year.
Daffy's is a leading Tri-State off-price retailer that offers irresistible bargains on unique designerwear, shoes, and accessories for men, women and children, as well as housewares at up to 80% off regular retail prices. Since 1961, Daffy's has been the Tri-State area's leader and arguably one of the creators of the off-price retailing segment. Their out-of-the-box business practices have catapulted it from a small single store in Elizabeth, New Jersey, where loyal customers made regular pilgrimages, to an 18-store independent specialty chain with an always growing legion of followers. As the first store to ever offer Silver Dollars for 88 cents and to make Madison Avenue and European brands accessible to all consumers, Marcia Wilson, the daughter of founder Irving Shulman, continues to ensure that Daffy's offers the best bargains around on unique designer merchandise -- merchandise that makes Daffy's shoppers feel and look like a million bucks without spending it.
Kanter International
