Was the person who shopped in-store, through the catalog or online actually the same customer, or three different shoppers? Those have been consolidated into a single team. From a marketing perspective, we had separate missions for our catalog customer, for our store customer and one for our ecommerce customer. I’m overseeing all those areas, which is my first general management role. I moved over here in 2016, and we have a team now of 25 to 30 people covering marketing, retail, retail operations, HR and visual merchandising to look after our U.S business, where bricks-and-mortar accounts for about 20 percent of our total revenue - 80 percent comes from direct sales. In 2015, we made the decision to set up a proper on-the-ground U.S. In the beginning, I was devoted to ecommerce and marketing. I’ve been around for nine years now and moving into my third life with the company. ![]() How has Charles Tyrwhitt changed since you began with the company? We’re able to serve an upper middle-class customer that’s broadly described as a 30- to 50-year-old guy who works in an office environment. We see a lot of people working in financial services, in insurance and accountancy, the legal profession and in corporate roles. What age or attitude best describes your target market? Nick’s goal then, which is still our purpose today, is to help men dress well. Even though we’ve been around for 33 years, we’ve always been seen as kind of a new kid on the block. We were the first Jermyn Street retailer to have no-iron shirts and the first Jermyn Street retailer to offer multiple fits in shirts and suits. At that time, Nick was really an innovator in terms of offering good quality for a good value and that shook up the whole industry. What’s the story behind Charles Tyrwhitt?īack in the ‘80s, more traditional apparel was rather inaccessible to the working man population, so Nick decided to make it more accessible. ![]() Prior to joining Charles Tyrwhitt, Kingsnorth was senior manager at John Lewis Direct, and has held several ecommerce and marketing roles at companies including Eurostar, British Sky Broadcasting Group and Skandia Life & Manpower. In that time, the company experienced double-digit growth and expanded its retail footprint within the United States. Over the last three years, he has been focused on establishing the New York office and managing all aspects of the label’s North American business. The company operates 40 stores in the United Kingdom, Europe and the United States, with multiple locations in New York City and Long Island, as well as Washington, D.C., Chicago, Houston, Philadelphia, Paramus, N.J., and an outlet store in Wrentham, Mass.ĬEO Luke Kingsnorth joined the retailer in 2010 as ecommerce director before rising to ecommerce and marketing director in 2012. Today, Charles Tyrwhitt (pronounced “Tirrit”) specializes in formal men’s shirts, shoes, suits, knitwear and accessories. ![]() That first store was joined by a website in 1998, a Paris store in 2001 and a store on New York City’s Madison Avenue in 2002 a new store opened on Jermyn Street in 2011. Nicholas Charles Tyrwhitt Wheeler founded menswear brand Charles Tyrwhitt in 1986, simply because he thought he “could make a shirt better than anybody else.” In 1997, the company opened its first store on London’s Jermyn Street, notable for its history in custom British shirt making. ![]() NRF Center for Digital Risk & Innovation.
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