TIP TOP CHANGES FOCUS
By Adnews Staff
Toronto-based men's clothing chain Tip Top Tailor has repositioned itself as a mid-priced retailer offering high-quality clothing. Over the past several years, Tip Top has promoted itself, as having the lowest prices as many retailers did during the recession, spokesperson Michael Sherman told Adnews yesterday. Now, the company is touting itself as offering sophisticated, high quality clothing at affordable prices. In addition, Tip Top is selling clothing from designers Wilke-Rodriguez and Sanford Bryant, and has renovated three of its Toronto area stores. The outlets are brighter and feature more elegant finishings. The retailer plans to renovate six stores this year and up to a third of its outlets next year. Tip Top operates 122 stores across Canada. The new strategy is being promoted using billboards, direct mail and newspaper ads created by The Brainstorm Group of Toronto. Tip Top Tailor is a division of Dylex Ltd. of Toronto.