When one hears the term Baker’s dozen an array of scrumptious glazed donuts, dozens of macadamia cookies, brownies and croissants are few of the things you evoke. However this Baker’s Dozen is a batch of the trendiest clothing on the market.
Recently launched, the Baker’s Dozen (13) targets the 14 t0 40 age group and takes a fresh, simple but versatile approach to clothing, starting initially with t-shirts. This clothing company not only produces the clothing but also markets and supports it through a range of advertising and promotional campaigns aimed at developing brand awareness.
The company has building partnerships with retailers who have so far been satisfied with the quality and customer response to the product. Baker’s Dozen (13) markets its line as an alternative to existing clothing lines, and differentiates itself by its viral marketing strategies, using social networks, and responding to customer feed back.
The company’s goal in the next year is to have a strong presence in the fashion industry and to elicit a large consumer demand for the products. In the next 2-5 years the company aims to venture into a whole lifestyle of Baker’s Dozen (13) products in addition to clothing.
The phrase “Baker’s Dozen” dates to the 13th century. Bakers who were found to have shortchanged customers could be subject to harsh punishment. To avoid the penalty of losing a hand to an axe, a baker would bake 13 items for the required 12. This practice was insurance against “short measure”, on the basis that one of the 13 could be lost, eaten or burnt leaving the baker with the original legal dozen. The name ‘Baker’s Dozen’, apart from being a creative and unusual one, also represents the quality that the company’s brand brings to the market. The company guarantees that customers will not be “shortchanged”.
By TH