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Embrace the beauty of where you are.

Maurices lives in over 900 beautiful places across North America—the new centers of a productive, happy life. With room to breathe and grow, and put down roots, where you can most easily be your true, happy and stylish self.

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BRAND DNA®

  • Real
  • Friendly
  • Optimistic
  • Individual
  • Layered
  • Passionate

Embrace the beauty of where you are.

Maurices lives in over 900 beautiful places across North America—the new centers of a productive, happy life. With room to breathe and grow, and put down roots, where you can most easily be your true, happy and stylish self.

Assignment
Engage new and existing consumers with a breakthrough brand campaign that is unique and ownable, honors Maurices’ small town heritage and engages consumers across the omni-channel experience (retail, online, mobile, direct mail).

Target
Middle-class women, 18-45, of all sizes and ethnicities looking for affordable fashion that flatters their bodies, is versatile and can keep up with their active lifestyles. Real women, living real lives, in local communities all over America.

Insight
Small cities and towns have increasingly emerged as epicenters of creativity and culture across America. Those hometowns are becoming untapped style hubs, and there’s an opportunity to de-position the so-called ‘big-city fashion brands’ by positioning Maurices’ as a welcoming destination for hometown style.

Execution
The campaign invited women across America to “Discover Maurices” by highlighting the company’s small town heritage and showcasing the unique style in hometowns everywhere.

Results
The “Discover Maurices” campaign drove an increase in brand awareness, new customer growth and sales:

  • Campaign delivered nearly 4 million impressions at 5x frequency in the first five weeks
  • OLV viewed nearly 30,000 times over the same period
  • Nearly 10,000 people in three test markets claimed a campaign offer via paid social channels (FB)
  • Campaign-related social “bomb” reached 2 million people and delivered 100K impressions in the first six hours
  • Store traffic from on-site activations increased an average of 11% and conversions up 36%

Growth
The “Discover Maurices” campaign, supported by the individual market test with an integrated national digital overlay, resulted in increased loyalty among existing customers and an influx of new consumers to the brand. The integrated campaign produced an omni-channel creative platform for the first time in the brand’s history.

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Optimism

Optimism is the belief that anything is possible if you put your mind to it.
It’s the power to change, to make the world a better place.

Optimism is our life philosophy and business strategy.
When you believe in better, it creates the space for it to exist.

The Videos


Dreamt up by our late
founder, Mike Toth, as
he was battling throat cancer,
these videos tell an uplifting
story about finding the
silver lining in
life’s challenges.

Watch Videos

Create Optimism


To us, line art
symbolizes the future’s
vibrant colorful potential.
Upload any JPG file below to
create your own customized
Optimism line art.

Try It

MIKE TOTH

1952 – 2014

Mike taught us to find the soul in things: people, brands, ourselves. The soul is our true north, and it must be coveted. We rely on it when the waters get rough. When storms roll in. When we lose our way.

Technologies change. Trends come and go. Seasons pass. New generations carry on. Toth+Co looks to the future with fresh eyes, innovative minds and exciting new talent. The waters out there are uncharted, but we’re following our true north, just like Mike taught us.