Joseph Abboud Brand was becoming irrelevant and under severe financial pressures due to shifting consumer buying patterns, limited category and geographic diversification, and an aging demographic.
Transformation of Joseph Abboud from sleepy brand through “Made in the New America campaign.” Sales grew 20% and built Equatrend rankings higher that Ralph Lauren and Calvin Klein
Shifted marketing strategy and built strong base of global partnerships. Company generated $2B consumer impressions and partnerships led to successful sale of company (80% of equity value).
Joseph Abboud brand transformed through diversification, modern brand architecture, new markets, new partnerships and cost efficient marketing strategies. Brand went from losing (-$2M) to making +$20M in 2 years
Partnered with ownership to reposition the company for sale and represent the licensing and international businesses during the successful sale of the company.