A New Corporate Identity

Coppley owned more than 16 brands in three product lines. To bring them together under the Coppley banner, Brickworks devised a consolidation plan that migrated brand equity to the Coppley name and not only maintained retailer and employee support, but generated excitement in the marketplace. The process took two years and employed a wide array of communication tools and media.

Into the US Market

To pave the way for Coppley's entry into the US market as a single brand, Brickworks identified and distilled the Coppley attributes that most appeal to American customers. Then, we wrote a communication strategy that enables Coppley to reinforce its market share in Canada and build sales growth in the US.

           A Common Language

With so many fragmented brands and markets, it was no surprise that employees, the sales team and retailers each spoke a different language when referring to Coppley products and services. Brickworks designed a guide called "Coppley Talk" to promote a consistent Coppley language for all groups. This standardized Coppley language presents a clear, unified message about the company's products and services to the marketplace, and helps to build a strong Coppley culture.

The Key to Effective Selling

Using the Coppley language, Brickworks created the renowned semi-annual "Look Book" to help the sales team present the spring and fall clothing lines. The Book established a consistent message to retailers, while providing the flexibility to allow brand managers and the sales team to introduce the lines in their own personal styles. We also provided variations in large
quantities for distribution to retailers and customers.

Semi-Annual President's Update

Coppley needs a loyal, highly skilled workforce to manufacture its quality garments. To keep the entire Coppley family in the loop, Brickworks developed a presentation series which is delivered by Coppley's President to all employees every six months. The series is complemented by a Brickworks-created employee newsletter and office signage that communicate product trends and changes for the upcoming clothing season.

In-Store Retailer Support Material

Brickworks created "a store within a store" to enable the Coppley brand to fit naturally and prominently into retail stores while helping retailers showcase the attributes of Coppley products.

Product Packaging

Brickworks redesigned Coppley's packaging to create a clear and unified brand identity across all product lines and categories. The new prestige look enhances Coppley's image, reinforces its reputation and increases its in-store visibility. By packaging everything Coppley in the same style, the company also realizes significant cost efficiencies.

The Coppley Collection

In the 2007 fall season, Coppley launched the Coppley Collection, the next logical step in the evolution of its unified brand. The Collection adds shirts and neckwear to Coppley's traditional array of suits, sportcoats and trousers, bringing to market a complete Coppley look. The Coppley Collection places Coppley in elite company as a world-class clothing manufacturer with quality and style that stands proudly with the best in the world.

Videos Take on New Meaning

The introduction of the Coppley Collection was highlighted by a full video production that debuted at the New York Gala, was presented at all tradeshows in major cities across the US and delivered to every retailer across North America.

Web Meets Custom

Brickworks redesigned Coppley's website from end to end to integrate the company's new look and market positioning. We also installed a new back-end application to make it easy for retailers to order custom garments online. Retailers can now quickly and easily enter customer measurements and order information at the point of sale, transferring them immediately to Coppley's factory via the Internet. This application helps to solidify Coppley's industry leadership as the only company that can manufacture and deliver a custom order within seven days.

Social Media Is Here

Brickworks introduced Coppley to Social Media and the excitement keeps growing. Coppley now has a Facebook fan page which has been an excellent avenue for connecting with customers, and has a presence on Wikipedia and YouTube, where Brickworks posted three new viral videos we storyboarded and produced. Coming soon is the launch of a microsite that will act as a hub for everything electronic. Blogs, social networking components and Chat Rooms will give retailers and end-consumers alike the ability to communicate with Coppley and learn more about their products and services, on their own time.