BCAMA Speaker Series Proudly Presents:
Birks – Saved by the Brand
When Birks filed for bankruptcy in 1993, after 114 years in business, all that was really left of the company was its name…but that was more than enough for Italy’s Iniziativa Regaluxe to step in with the money and the talent necessary to begin bringing one of Canada’s truly great brand names back to life. Diane Oliver, vice-president of marketing and one of the driving forces behind the new Birks, will explain what’s behind one of the great brand development and revitalization success stories of the past 10 years.
- What did Birks have that investor Dr. Lorenzo Rossi di Montelera wanted?
- How did the tired and troubled retailer use brand equity to leverage its way back to success?
- What were the key issues that were addressed in revitalizing the brand?
- Where can we expect Birks to go next in its quest to become a true world-class brand?
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