Carhartt Impressed with Results
Carhartt is a family-owned company that has manufactured premium workwear for 120 years. Its customers include a variety of workers in industries that include construction, manufacturing, farming, and ranching, as well as outdoor enthusiasts. The company proudly promotes the exceptional durability, comfort, quality of construction, and fit of its products.
Tim Waldschmitt, a Northeast Carhartt Sales Associate, says that “the use of a branded zone and floor advertising proved to be an unusually effective promotional tool, and it went a long way to reinforce Carhartt’s desired brand image. It was a pleasure to explore this at-retail ad concept both with Klem’s and a service oriented company like FLEXcon”.
Carhartt is now expanding a test program to 10 retail stores in the Northeast.
Bottom Line Attracts More Brands
Based on Carhartt’s results at Klem’s and the FLEXcon FLEXmark® floor art™ solution, interest is growing in the branded zone at-retail advertising strategy, and major brands in the lawn care, hardware, sports, and outdoor markets have sent representatives to Klem’s to study the Carhartt visuals and the effectiveness of the project. As of early 2009, several are now exploring branded zones of their own within the store, and Klem’s is considering creating branded zones for its private-label offerings.
Like the customers of Carhartt products, the advertising strategy employed by Carhartt, Klem’s, and FLEXcon proved to be a hard worker and multi-tasker. The themed environment simultaneously enhanced the appearance of the store, created an indelible brand image in the consumer’s mind, and – most important – generated impressive sales lift.