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Retaining core purpose while expanding your offerings

Posted on Categories BrandonomicsTags

When your brand is expanding into new markets, it's important to hold onto your core purpose. Troy Pike, CEO of Parker School Uniforms, talks about how they're remaining focused on consistency and quality as they expand.

Robin: Hello and welcome to this edition of Brandonomics, an inside look at top brands and their marketing strategies. I am Robin Tooms, Vice President of Strategy at Savage Brands, and my guest again is Troy Pike, CEO at Parker School Uniforms. So, Troy, welcome back.

Troy: Hi, Robin.

Robin: We’ve talked some before about the brand strategy around Parker itself as a company, but when you think about your core, which is kind of having a child in a well-fit uniform on the first day of school, it’s an interesting mission. I want to know more about how you build upon that for some of the other markets you’re entering into.

Troy: Well, the core asset we have is the ability to make very consistent, high-quality apparel products and to customize those for almost any purpose. So when you look at that asset, you know, of being able to do that very well, the capability that we have, spreading that into things like the corporate market, team market, or spiritware markets is relatively easy. So we really are building on that core proposition.

Robin: So when you talk about those messages around kind of service and quality and consistency, you still have to convey those, but how are you getting that message out there?

Troy: Our best advertisement is on the playground every day. You can see uniforms on the school grounds that are multi-years old that red is still red and as red as it was two years ago, and that’s the type of quality that we bring to market. And being able to provide crisp, consistent products that, whether you’re at Chase Bank in Houston or Chase Bank in California, you would look the same.

Robin: And that’s important.

Troy: Yes, it is.

Robin: Well thank you for sharing that, Troy. This has been another edition of Brandonomics, an inside look at top brands and their marketing strategies.


Since 1931, Parker School Uniforms has delivered the best quality private school uniforms and customer service, giving it an impressive 98.4 percent retention rate among the more than 800 schools and thousands of families it serves. The company’s strong values mean customers recognize something special – not only in the uniforms, but also in the way Parker does business.

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If you’re interested in knowing more about how purposeful companies attract the best employees, build loyal relationships with customers, and differentiate themselves from the competition, then let’s start a conversation.