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Boyds Philadelphia Marketing Case Study

Headquartered in Philadelphia and family-owned for over four generations, the finest retailer of couture men and women’s wear in the country.

Project Goal

Boyds Philadelphia is a family business with a deep understanding of selling luxury and contemporary clothing. When this iconic retail brand reimagined the future with an $10 million renovation of their Chestnut Street store, they needed a strategic marketing partner to help tell their story.

Project Solution

Neff was retained to spearhead public relations initiatives and content creation as Boyds launched their multi-million-dollar renovation with a celebratory ribbon cutting event and re-launched their e-commerce platform. Our PR team successfully marketed their revamped brand to the Philadelphia public and continues to generate buzz around the new and exciting developments that Boyds initiates.

  • We repositioned Boyds as the “go to” retail destination for women to shop their favorite contemporary and design collections while attracting new female customers that may only think of Boyds as a store for men
  • Neff positioned Kent Gushner and the Boyds lineage as leaders in the luxury retail space
  • We secured top-tier broadcast segments that help to tell the 80+ year success story of the store and how it continues to evolve and thrive in the decline of traditional brick-and-mortar stores
  • Through our PR efforts, Neff gave top-tier outlets and their followers a behind-the-scenes look at the inner workings of the iconic store

Services Delivered
  • Photography
  • Public Relations

Public Relations

Neff secured a range of PR placements on local news stations, fashion and style websites, and publications like Philadelphia Style magazine.


Neff has continually provided on-location photography for Boyds Philadelphia. Our engagements have included lifestyle, product, and architectural photography to aid our public relations efforts.

Photography by Neff and Boyds Philadelphia

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