Situation
The Chrysler Group of DaimlerChrysler recently introduced a new retail image program called Alpha to its 4,000 retailers.  A significant component of this new initiative called for the development of a consistent professional apparel program for retail dealerships.

Challenge
The goal was to develop a comprehensive professional apparel program that would appeal to all retail dealerships throughout the United States.  The program required high flexibility to accommodate geographic, seasonal, regional, and gender differences with competitive pricing.

Solution
Custom worked closely with the dealer operations staff at DaimlerChrysler to fully understand the retail dealership customer and the distinct brand offerings.  Armed with this information, Custom created and implemented a dedicated Dealer Career Apparel Program that offers outstanding flexibility for all Chrysler Group dealerships at prices that are typically 20 – 30% below average apparel programs.

Results
DaimlerChrysler is realizing substantial image enhancing benefits through a highly consistent professional attire program at the retail level, while strengthening the Dodge, Chrysler and Jeep brands. Dealerships are embracing the program, which is now serviced by Custom Promotions in 48 states, due to its convenient platform and high value proposition.