OVERVIEW
Carroll Companies, a 30 year old family owned business, started with a product line that has expanded from Leather wallets to include almost anything made of Leather.
CHALLENGE
Milwaukee Motorcycle clothing, a subsidiary brand with offerings on the Carroll Leather site, was being diluted due to the product placement. As well, the brand was losing sales and market share to knock-off companies with lower pricing.
SOLUTION
Jacob Tyler separated the brand from the parent company and launched a new Web site with photography showcasing the high quality of the products. The strategy moving forward is to compare MMC style and craftsmanship to Harley Davidson and to pull market share away from the Harley Web site. The new messaging and taglines market the products as the clothing to own whether the customer was a Harley rider or not.