Department chain Maurices is one of the least known department chains despite having a footprint of 980 stores and sales totaling more than $1 billion.
Now the Ascena Retail Group-owned company is naming Toth + Co as its first agency of record following a five-month review. Previously the chain worked with several shops on a project-by-project basis.
This account represents a new direction for the retailer as it seeks to develop its first-ever “pull strategy” to drive brand awareness, new customer growth and sales.
Their first collaboration is the "Discover" campaign that features women of a variety of ethnicities and races enjoying their lives while wearing Maurices attire while the song "Oh What A Day" by Jasmin Kaset plays in the background. The concept is designed to reposition the store as a "go-to fashion" house akin to Macy's or Bloomingdale's. The spot can be seen here.
The campaign runs in selected target markets via TV, cinema, radio, and social media. Digital placement includes Hulu, Pandora, Facebook, as well as People.com and Instagram. "We’re measuring them very carefully to see the impact they can have," says Ascena's David Jaffe. "So the dollars are not dramatic. Depending on the brand, it’s a couple of million dollars here and there and it’s all in our plans. Nothing is incremental here. It’s very tightly controlled. And it gives an opportunity to add to the campaign if it’s doing well and to stop if we’re not getting the results we see."
Parent company Ascena also owns Ann Taylor, Lane Bryant, and Justice retail shops, among others.