Charles Tyrwhitt appoints BBD Perfect Storm to support global brand positioning

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Having recently appointed new CEO, Luke Kingsnorth and CMO Joe Irons, Charles Tyrwhitt is looking to build on their multichannel customer experience. The menswear retailer has appointed independently-owned brand and cultural transformation company, BBD Perfect Storm, to work with them on their global brand positioning development.

Founded in 1986, Charles Tyrwhitt, the quintessential menswear retailer famed for the quality and longevity of their products, is evaluating their brand positioning as they look to their next decade of growth. The company, has grown to more than £200m in sales internationally – with the US now its largest market – plans to enhance its differentiation in an increasingly competitive and disrupted retail and online marketplace.

Joe Irons, Chief Marketing Officer of Charles Tyrwhitt said: “We are impressed by how well BBD Perfect Storm understood where our brand has come from but, more importantly, where it needs to go as the art and science of marketing to men rapidly evolves.  We are really looking forward to working with them to evolve our brand positioning, narrative and deliver on our purpose to make it easy for men to dress well.”

Jason Foo, CEO of BBD Perfect Storm said: “Charles Tyrwhitt is an incredible business with a phenomenal opportunity.  It’s actually always been a disrupter: from its beginnings challenging the traditional retailers and London’s Jermyn Street, through to the present day and its expansion across North America. There is a love, loyalty and respect for the Charles Tyrwhitt brand. We feel privileged to work with the company as it evolves its communications to men, and brings its unique take on British tailoring.”

BBD Perfect Storm

Founded in 2013, Perfect Storm is the Brand and Cultural Transformation Company. Perfect Storm was founded to help organisations grow by transforming themselves and their category through creating a culture rooted in a greater purpose that creates the brand's North Star. We believe the only way to build brands is authentically, from the inside out. We design, create and help build world-class purposeful brands. Through a Brand and Cultural Transformation Framework, we help organisations unlock discretionary effort from their staff and irrational loyalty from their customers. We are Perfect Storm, the brand and cultural transformation company.

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