From trouser manufacturer to love brand

Our company can look back on over 135 years of success. Until the 1990s, we saw ourselves purely as a producer of trousers and established ourselves as a retail brand with our wholesale partners at best. A new era began with the development of the first shop-in-shop generation in 1997: the topic of branding and thinking as a real brand gained momentum.

The establishment of our own BRAX retail formats (stores, FOCs, e-commerce) in the 2000s marked the start of our direct-to-consumer approach. Today, BRAX is one of the largest players in the German clothing market with a total turnover of over 300 million euros and enjoys a strong brand position and high reputation among end customers. BRAX is not just a "problem solver", but a brand that people like to surround themselves with - a real love brand.

We use the Nymphenburg Group's Limbic Types to analyse target groups. We distinguish between the core user group, which tends to operate in traditional milieus, and the target user group, which we define as "open-minded" and "harmonisers".

The role of the brand is differentiated for these groups, which is why the marketing must also be customised:

The topic of testimonial advertising is relatively new for us. Since 2020, we have been working with Bastian and Ana Schweinsteiger, who, as BRAX ambassadors, emotionally charge our brand.

The collaboration has two objectives:

1. Acquiring new customers: We reach target groups that were previously unfamiliar with our brand.
2. Image correction: existing prejudices against the brand are broken down.

The campaigns work particularly well on social media, online and at the point of sale (POS). We do not invest millions in media budgets - the idea takes centre stage. Success indicators such as the brand triad prove the effectiveness.

First things first: customer loyalty only works if our customers have an excellent product experience. Satisfied customers often become "repeat offenders".

A sophisticated CRM system plays a decisive role in our own retail channels. We generate over 2/3 of our sales with these loyal customers. Personalised communication and an individual approach are essential here.

Artificial intelligence (AI) also supports us in this, e.g. by determining the "next best time" for optimising contact. This enables us to continuously strengthen the relationship with our customers.