Buffing up Birks
Article Abstract:
Henry Birks and Sons Ltd of Montreal, Quebec has made a remarkable comeback after almost closing in the early 1990s. Birks, during that time, is thought to have lost its focus and tried to broaden its range of merchandise. However, it refocused on fine-jewelry and has embarked on a marketing campaign to improve the firm's revenues. Part of the marketing strategy is a mail campaign for business customers, catalogue sales, improvement of in-store displays and the utilization of the World Wide Web.
Publication Name: Marketing Magazine
Subject: Business, international
ISSN: 1196-4650
Year: 1999
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Birks thinks outside the closet
Article Abstract:
Henry Birks and Sons, the 122-year-old jewelry store chain based in Montreal, Quebec, decided to pursue more creative displays for Valentines 2001. The jeweler, characterized for its rather staid image, featured 'Lovers' at its 36 outlets across Canada. 'Lovers' features a number of couples that are normally not used in Valentines advertising. These include two women, two men, elderly and multi-racial couples.
Publication Name: Marketing Magazine
Subject: Business, international
ISSN: 1196-4650
Year: 2001
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Birks thinks inside the box
Article Abstract:
Birks has launched its first television campaign to communicate a new message to a younger audience. The campaign features a man wearing a Birks watch and two women wearing Birks jewelry inside a space that is meant to represent the inside of a Birks box with the tag line 'Think inside the box.' It was created by Mamone and Partners. The campaign also includes national print creative.
Publication Name: Marketing Magazine
Subject: Business, international
ISSN: 1196-4650
Year: 2000
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