Delivering men's clothing with a 'European fashion aesthetic' is part of the Bachrach difference, the company explains.

For 130 years, Bachrach has been one of the premier men’s retailers in the country. Senior Vice President Greg Braswell says such longstanding success comes from a strong business identity. “We have a solid culture, and we are focused on our own brand niche and not interested in copying other retailers,” he explains. “We maintain our commitment to creating a unique experience focused on customer service and to our execution of a specialty men’s store.

“Staying true to who we are and creating unique experiences for our customers is what we’re about,” Braswell continues. “We call that the ‘Bachrach twist.’”

In 1877, Henry Bachrach opened the first Bachrach store in Illinois. His goal was to provide quality clothes at reasonable prices. Today, Bachrach is headquartered in New York City and owned by a group of private investors.

There are 31 Bachrach stores in 13 states with new stores opening almost each month. Working with KRS Construction, the company will open seven new stores by the end of the year, and expects to have 42 stores total by spring 2008. A large percentage of sales are through retail stores, while the rest is print catalog or online.

The company has also diversified within the last year and opened five outlet stores, with an accompanying print catalog and online outlet store. Braswell says the outlet stores allow Bachrach to cater to a more price-conscious customer and “helps our full-line stores make a clean transition from season to season” without markdowns taking up too much space.

Sense of Style
The Bachrach brand is based on a “European fashion aesthetic,” and emphasizes a strong, confident and urban look, the company says. However, basics remain an important staple and the company incorporates unique details or fabrics into classic items.

“One of the reasons customers shop with us is that we carry items they can’t find in other stores,” Braswell says. “We might offer a suit in a color that is more unique or carry a shirt with one of a kind or exclusive design details. Our customers place high importance on how they look and how they are perceived, and their clothing reflects that.”

Braswell notes that the average customer is about 40 years old, affluent, well-educated, family oriented, and interested in travel and other life experiences. Bachrach customers have a sense of individuality, and their wardrobe choices help distinguish them.

“Navy is the most popular color in the men’s clothing industry, but at our store, we sell more black suits,” he explains. “It’s a more contemporary, European look, but that’s why our customers come to us – because we are more fashion-forward. We are not necessarily on the cutting edge, but we are a step-and-a-half behind the edge.”

Suit separates are very important to Bachrach’s customers and business, because it allows customers to purchase a “customized fit” without the custom-made prices, Brawell says. Other popular Bachrach items include double and single breasted peak lapel suits – as opposed to only single-breasted suits – and wide-leg, flat-front slacks.

To remain a leader in fashion, Bachrach designers attend European fashion and fabric shows, but more importantly, they listen to their customers. While the fashion industry is an inspiration behind its apparel, the company takes a lifestyle approach.

Strong Support
Sales associates are on the front lines of delivering service, which is why Bachrach encourages associates to identify every opportunity to improve customer service levels. This might involve an in-home wardrobe consultation, pre-selecting outfits before a customer visits the store or after-hours personal shopping appointments.

“Our associates are experts at putting looks together,” Braswell says. “They keep record of what customers purchase so when new merchandise arrives, they can show the customer how the item can benefit their existing wardrobe.”

Turnover is an issue in the retail industry, but Bachrach associates, managers and other employees often were customers first – which means they have a strong loyalty to the brand. Braswell says many men who shop at Bachrach often inquire about employment opportunities, as do women who are shopping for the men in their lives.

“We’ve hired sales associates, store managers, merchandise managers, retail managers and human resource professionals who were customers originally,” he states. “They appreciated the professionals and experience that our store provides, and they’ve taken a vested interest in the company and in our customers.”

Braswell also notes this fall Bachrach is expanding its branding efforts by introducing five internal designer brands through product lines such as men’s shoes, cologne fragrances, denim, T-shirts, unique sport shirts and sweaters.