Marketing Strategies

Marketing Strategies Biography

Schefren graduated from Case Western Reserve University and landed a job with Arthur Andersen (from whom he had won college scholarships) in strategic planning. In 1994 he decided to leave Arthur Andersen and go to work in the family business, which owned a clothing store on Broadway in Lower Manhattan. At that time the store was struggling to achieve growth and compete with larger stores that had more profitable locations in shopping malls. Schefren realised significant change was needed to turn the company around and increase growth.
His strategy was to turn the store into a fashionable clothing boutique. Using his knowledge and passion for techno music he rebranded the store and recruited people who shared his vision for what the relaunched store offered; techno clothing and related merchandise at discount prices.
His ideas and plan paid off as the store began attracting new customers and many celebrity patrons including Prince, Bon Jovi, Uma Thurman, Madonna and Eric Clapton. Revenue blossomed from $1.5 million to over $6.5 million in just three years. Schefren attributes part of this success to recruiting the right people, many of whom went on to senior positions at other famous companies like Levis, Diesel and Prada.Schefren graduated from Case Western Reserve University and landed a job with Arthur Andersen (from whom he had won college scholarships) in strategic planning. In 1994 he decided to leave Arthur Andersen and go to work in the family business, which owned a clothing store on Broadway in Lower Manhattan. At that time the store was struggling to achieve growth and compete with larger stores that had more profitable locations in shopping malls. Schefren realised significant change was needed to turn the company around and increase growth.
His strategy was to turn the store into a fashionable clothing boutique. Using his knowledge and passion for techno music he rebranded the store and recruited people who shared his vision for what the relaunched store offered; techno clothing and related merchandise at discount prices.
His ideas and plan paid off as the store began attracting new customers and many celebrity patrons including Prince, Bon Jovi, Uma Thurman, Madonna and Eric Clapton. Revenue blossomed from $1.5 million to over $6.5 million in just three years. Schefren attributes part of this success to recruiting the right people, many of whom went on to senior positions at other famous companies like Levis, Diesel and Prada.

Marketing Strategies

Marketing Strategies

Marketing Strategies

Marketing Strategies

Marketing Strategies

Marketing Strategies

Marketing Strategies

Marketing Strategies

Marketing Strategies

Marketing Strategies

Marketing Strategies

Marketing Strategies

Marketing Strategies

Marketing Strategies

Marketing Strategies

Marketing Strategies

Marketing Strategies

Marketing Strategies

Marketing Strategies

Marketing Strategies