Lorraine Linens, an American company, creates and manufactures lace tablecloths, table toppers, runners, curtains, draperies and other related lace household items. These are sold to department stores, mass merchandisers, discounters and catalogues.
In early 1993, the company purchased from bankruptcy Quaker Lace. Quaker Lace, a 98-year-old American brand, manufactured and sold similar household items, as well as bedspreads and shower curtains.
KCG was initially hired in April, 1993 to evaluate the strategic marketing potential of the new acquisition; position the Quaker Lace brand; and, develop its logo, literature package, graphic standards, and packaging for some 300 items.
Today, company sales, overwhelmingly led by the Quaker Lace brand, have exploded.
Total awareness of the Quaker Lace brand among women is, depending on the category, fifty to two hundred percent higher than the nearest competitor.
Successful new markets have been opened in the bridal and collegiate niche markets.
The following presents an overview of some of our assistance, functioning as the Company's Marketing Department:
- Brand Identity including logo, literature and graphic standards
- Packaging for all lines of merchandise in a "good", "better", "best" system
- Business-To-Business and Consumer Advertising
- Business-To-Business and Consumer Public Relations
- Market Research
- Sales Promotion and Cross Merchandising
- Trade Shows and Show Rooms
- Consumer Brochures
- Key Account Presentations on a variety of marketing subjects
- Niche Market brand identity including name, logo, literature, graphic standards, packaging, market research, business-to-business and consumer advertising, cooperative advertising, and direct response
- All aspects of marketing for Quaker Lace brand