Bachrach, a men's clothing store still owned by the same family that founded it more than a century ago, has turned to Rubin Postaer and Associates to get in better tune with its customers.
"The primary project here is brand revitalization," said Jules Boasberg, vice president of marketing for the Decatur, Ill.-based chain.
The Chicago office of RPA was chosen following a review that involved about six branding and ad agencies, Boasberg said.
The company previously worked with McConnaughy Stein Schmidt Brown in Chicago. Spending was estimated in the low seven figures.
Bachrach has 65 stores in 22 states, including California but mostly concentrated in the Midwest and East. Most of the stores are located in mid- to high-level shopping malls. Bachrach began as a single store in downstate Decatur, where it remains headquartered.
The company is now trying to figure out exactly who its customers are and deal with the shift to business casual apparel, Boasberg said.
Separately, RPA's Chicago office was tapped to handle Buy.com, which bills itself as "The Internet Superstore," Marks said.