M.J. Soffe Company, Inc. | Company Profile, Marketing Contacts, Media Spend, Brands
M.J. Soffe Company, Inc, founded in 1946, is a sportswear manufacturer. With headquarters in Fayetteville, NC, M.J. Soffe Company, Inc. offers products for men, women and kids.
|Main Telephone||(910) 483-2500|
|Main Fax||(910) 486-9030|
M.J. Soffe Company, Inc. ContactsContacts (5)
Sample of Associated Brands
|Jessica B.||Vice President, Men's Product Development, Merchandising & Graphics||NC|
|Elisa P.||Vice President, Sales||NC|
|Paul A.||Director, Marketing||NC|
|David W.||eCommerce Systems Manager - Delta Apparel||NC|
|M.J. Soffe Company, Inc.||*****|
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Active Lifestyle Media, Sponsorship Opps Update: Soffe hires AOR to launch new spring campaign
Subject: Direct response, digital, social media, sponsorship, B2B
Brand: Delta Apparel-owned activewear apparel brand that makes clothing for men, women and children
Update (3/19): We’ve kept you posted on Soffe’s turnaround plans since 2013 (research statement.
“The Strength is in Us” includes targeted consumer outreach, with the goal of driving digital engagement and loyalty among core customers (more below), Soffe continues to expand its e-commerce channel because it provides “a nice vehicle to engage directly with the Sofee consumer,” said CEO Bob Humphreys during parent Delta Apparel’s Q1 earnings call.
This is just the beginning of Soffe’s active lifestyle trend-fueled resurrection (more below), so ad and sponsorship sellers should be all over this. Reaching millennial women is top priority, but engaging men, cheerleading and military segments is a focus, as well.
Update (2/6): Soffe is launching a new spring marketing campaign to support a refined brand message. The campaign includes targeted consumer outreach, with the goal of driving digital engagement and loyalty among core customers. The brand also continues to expand its e-commerce channel because it provides “a nice vehicle to engage directly with the Sofee consumer,” (more info below), said CEO Bob Humphreys during the Q1 earnings call. Therefore, integrated digital, direct response and sponsorship should continue to be at the heart of your pitch.
Original January 6 Opportunity and Insight:
Opportunity: Recently kicked off a new marketing program designed to build consumer brand recognition and drive customers to retailers for Soffe products. Cheer and military sportswear segments are the brand's focus, so readers with a strong presence in either or both should have the edge. Note that Soffe's declines stem more from struggles resonating with retailers and active lifestyle women versus military customers. Therefore, decision makers should be most receptive to high ROI girls/women focused consumer engagement strategies, particularly social media and targeted direct response.
Sustained Struggles: After several years of declines, Delta is “optimistic” that Soffe can return to profitability in fiscal 2015 under a new leadership team (research here). But, Soffe has started regaining retail shelf space and won new military programs, which is why management is optimistic about the brand's turnaround this year. Delta did state previously that Soffe would move into the black in the back half of fiscal 2014 thanks to the Spring 2014 new product launch, so we'll see…
M.J. Soffe Company
One Soffe Drive
Fayetteville, NC 28312
(910) 483-2500 / ext. 6570
Vice President, Sales (Started in Sept.)
Director, Marketing – Soffe