'47 is the most famous unknown brand of licensed sports merchandise in America. In 2005 two innovative manufacturers - Twins '47 and Banner Supply Co. - joined forces to offer high quality headwear and apparel for fans of professional and college teams across the country. In 2009 they decided it was time to merge their names into one great new brand and turn up the volume on their marketing and sales efforts. Game on!
www.nineteen47.com
Twins '47 had not one, but two great brands under wraps. We rationalized their naming and nomenclature and created a new messaging platform that unifies the '47 value story around two core product lines - headwear and apparel. Now their sales professionals are confident about selling both lines, and celebrity fans and long-time repeat buyers are helping to build brand awareness by adding their own '47 stories to the new website.
To extend the brand we designed a truly beautiful, award-winning website that replicates the store fixtures and product displays at the Boston flagship location. When customers begin an online search, applied filtering logic automatically presents related products of interest on every page to deliver a complete shopping experience. An intelligent back-end supports multiple coupon codes for flexible e-mail promotions and tracking.
We improved sell-through and reduced stock-outs by building a complex inventory management system that synchs fulfillment requests from the store and the website. We developed a proprietary Magento extension that automatically applies correct tax rates to every product SKU anywhere in the country, coordinates all tax applications across the enterprise and submits them directly to the IRS - which makes for happy merchants and relieved accountants.
There's nothing sports fans like more than sharing great stories about their teams, so we made it easy for them to post favorite moments in their '47 gear. This supports the brand's core value of "fans, not just fashion" and creates multiple opportunities for viral marketing and third-party recommendations.
