alder case study

In  1999, the promoter of Garment Care, then a new dry-cleaning business noted a problem to which she decided to float a solution; she noticed that Nigerians took their expensive garments for dry-cleaning abroad for fear that their clothes would be damaged by the existing outfits operating in the country.

She desired to package and market a high-end dry-cleaning company to allay people's fears. She also wanted to persuade Nigerians that there was a local alternative to dry-cleaning abroad; convincing them to pay a premium.

Garment Care is Nigeria’s premier dry cleaner, and the only 5-star Guild of Cleaners in the Country.

In developing a branding and marketing programme for Garment Care, the following were taken into consideration:

It was important that Garment Care should create a distinct identity within an industry
that had little credibility in Nigeria

There was a need to make the firm aspirational and classy to attract the desired
audience

Based on the strategic considerations, a programme was developed incorporating the following:

Strategy
A distinct personality was created for the company - caring & warm yet classy & high profile. An advertising campaign was designed with a prevailing objective: position Garment Care as a status symbol. For the campaign, the use of abstract imagery was employed to convey a high class concept. Humour was also employed - the British technical adviser was said to have been born inside a tumble dryer!

Visual Identity
A graphic design standard was put in place for the organisation's visual identity & marketing.

Marketing communication
Advertisements and other seasonal communication materials (such as calendars) were developed. The adverts had a profound and lasting impact on the market. The effect was such that after the first set of advertisements, Garment Care did not need to advertise for the next 4 years, drastically reducing the marketing budget.

Elements of the first advertisement series are still being used, years after, due to the enormous appeal it had within the market.

Acculturation
Workshops were held for the staff, all of whom had never worked in a dry-cleaning outfit. We needed to attune them to the fact that Garment Care was 'beyond dry-cleaning'. These, along with strategic consultations, ensured that the organisation achieved world class status.

Presently...
Garment Care returned to Alder desiring a strategy to increase profitability, while managing tremendous levels of patronage.

The firm presently maintains an ongoing retainer with Alder Consulting. Alder is advising Garment Care on its organisational, HR and process restructuring.

Some of the designs developed by Alder for Garment Care. Click on any image to enlarge.
Newspaper adverts
Billboard
Calendar
Christmas card