Presidential

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A brand steeped in South African heritage, founded by the designer of the silk batik ‘Madiba Shirt’ worn by Nelson Mandela. Presidential constantly presents Savvy Marketing with challenges and opportunities. From running our first fashion show, to designing the shirt for the South African Rugby and Rugby 7s teams during the Nelson Mandela Centenary year, the brand has been a privilege to work with.

Presidential

The Problem

There was a big gap between the more ‘traditional’ Presidential man and the younger more ‘fashion-forward’ customer. The shirts appealed to both, and the marketing was becoming split between the two audiences. There was a rising market of influencers keen to wear the brand, but some did not reflect the brand values when they appeared at events. The brand positioning, developed with Savvy Marketing made it clear that anyone representing the brand was ‘charismatic, deserving of luxury, passionately principled’.

The Solution

Savvy Marketing developed the ‘Presidential Awards’. An opportunity for anyone to nominate men and women who had exhibited Presidential Character in their everyday lives under four categories exemplified by Nelson Mandela: Bravery, Compassion, Leadership and Endurance. This extended the reach of the brand, and introduced a network of a new ‘Presidential’ influencer, who was pre-selected for upholding the brand values. The initiative has since been extended, with the Presidential Award recipients being invited to join the ‘Presidential Family’, engaging with the brand on an ongoing basis.

We have noticed a greater awareness of the brand in Johannesburg and an impact on local buyers, in that local purchases have moved up from less than 5% of sales to 20%-25%. Thanks for continually pushing for better performance.

-Robert Sim,  CEO Presidential Group

The Results

Presidential has since expanded its retail presence to two stores in OR Tambo and a further in the V&A Waterfront.

25%

Local purchases increased from 5% to 25% of sales