‘Quality Merchandise and Service at a Fair Price’ was the foundation on which Jim Davis built his business. He was the owner and operator of Jim’s Mens and Boys store, a successful men’s apparel shop established by his father. The store was located in the small town of Trenton, Illinois, 35 miles from downtown St. Louis. Jim’s outstanding reputation in this rural community was based on his commitment to serve his customers with the finest merchandise available.
Jim Davis
Company Founder
Jim offered tuxedos for rental through a wholesale formalwear supplier in nearby St. Louis. Unfortunately, the quality and service he received from this company did not meet his expectations. More importantly, it did not meet the expectations of his customers. On one occasion, a long-time customer was so dissatisfied with the quality of a tuxedo that he quit shopping at Jim’s Mens and Boys for any of his clothing needs. These situations were frustrating to Jim. His store’s reputation, something for which he had worked long and hard to build up, was suffering. Finally, he decided to do something about it...