Mark’s Work Warehouse: New Target, New Image

Posted by Micaela Hoglund on October 6th, 2012

No Comments

In attempt to stay somewhat neutral, I will present the pros and cons of Mark’s new branding strategy and current OOH campaign in Toronto.

As many of you may have heard, Mark’s has launched a complete rebranding of their stores across Canada. They have dropped the last two words ‘work’ and ‘warehouse’ from their name as a plea to speak to a broader demographic, specifically women. They are now trying to position themselves as a more trend friendly place to shop for fashion basics.

Wait, what? Mark’s has been extremely successful as the sort of go-to place for every day industrial type garments so one has to wonder why they would attempt to enter this new market considering it is the most competitive in the industry. Cheap and chic clothing for women has been done to death, been reincarnated a couple hundred times and then done again. Why not stick to what they’re good at and find some innovative way to expand that doesn’t involve playing ball with retail superstars like Old Navy, Suzy Shier and Winners, to name a few.

It doesn’t help that their current campaign headline is “Now Welcoming Women”; Were they not welcomed before? Mark’s has carried women’s apparel since its’ inception in 1977 and has garnered loyal female consumers throughout the years. The phrase feels off and slightly alienating.

Anyway, let’s talk the good, the bad and the ugly.

PROS
New potentially profitable target market
Fresh start
Increased awareness
Larger reach

CONS
Confusion of store product
Focus away from industrial apparel
Alienation of current shoppers
Less attractive to men
More competition
Semi controversial headline

THE UGLY
Well, that’s just it.

I made a trip to a Mark’s this afternoon and what I saw was an empty store and a mish mash of product, none of which appealed to me in the slightest. Maybe I am out of touch or not quite the target but as a woman and an informed consumer I will not be shopping at Mark’s anytime soon.

I do, however, wish them good luck with their rebranding and applaud MacLaren McCann for taking on the challenge!

(Shout out to Diana Bailey for the ad snapshot)