Rubensteins celebrates 100-years as the oldest continuously operating menswear shop in America

Written By Alicia Vial

Situation

Founded in 1924 by Morris Rubenstein, Rubensteins began as a haberdashery in New Orleans and soon became Rubenstein Bros. when his brothers, Elkin and Sam, joined the business. Over the decades, Rubensteins evolved, briefly offering women’s clothing during World War II, expanding across six buildings on Canal Street in the 1950s-60s and launching the All American Jeans sportswear label in 1971. Remarkably, Rubensteins was the first retail store to reopen on Canal Street just 51 days after Hurricane Katrina. 

Now one of the oldest continuously operating menswear shops in America, Rubensteins remains a family-owned business, with second and third generations still at the helm. 

Rubensteins is known for its highly personalized shopping experience, offering free one-on-one style consultations and expert wardrobe advice. Their skilled team, many of whom have long-standing relationships with clients, ensure a no-pressure environment where customers are guided to find their perfect fit. The store’s in-house tailor makes custom adjustments, while their long-term stylists build deep connections with clients, knowing their preferences and keeping them updated on new arrivals. 

Rubensteins also offers exceptional customer service, including free valet parking, where clients are greeted by name. With a loyal clientele that spans the country, Rubensteins has built enduring relationships that transcend location. 

Leaders at the store looked to elevate and expand publicity during their 100-year anniversary and partnered with Gambel Communications for an integrated public relations campaign that included media relations, a special event and influencer partnerships.  

Strategy

To celebrate and leverage Rubensteins’ 100th anniversary, Gambel Communications identified a strategic public relations plan with key storylines to produce a consistent drumbeat of media opportunities. Gambel Communications built an editorial calendar with storylines including the anniversary announcement, business profiles and award opportunities for family members, anniversary day celebration and themed television segment opportunities.  Gambel also identified influencer marketing as an area of opportunity and built a list of targeted influencers for partnership on social media campaigns as well as an anniversary “toast” event including key stakeholders who should be involved in the event like city council members. 

Gambel Communications bartered a trade deal with NFL/New Orleans Saints player Blake Grupe and facilitated filming every aspect of his custom suit fitting process from measurement to fabric selection to fitting to the final look. The footage was edited into a collaborative reel shared Instagram and Facebook. In addition, in exchange for the suit Blake wore the suit to the first home game of the Saints season and posted a custom photo tagging Rubensteins.  

Results

By implementing this comprehensive plan, Gambel Communications successfully positioned Rubensteins as a storied yet forward-thinking brand while celebrating its impact on the New Orleans community and beyond. 

  • Earned story placements: 106 

  • Potential earned reach: 138M 

  • Awards/special recognition: 4

  • Influencer marketing post views/engagement: 43,972/1,844

Alicia Vial

Alicia Vial is a New Orleans native with more than a decade of experience elevating client stories and leading crisis response. As the senior director of strategy, Alicia acts as a leader within the Gambel Communications team ensuring each agency team member is positioned to deliver strategic public relations services that meet the highest standards of the industry. In addition to supporting the agency’s long-term business growth and development, she coordinates day-to-day account services and oversees strategic direction while staying abreast of best practices and industry trends to provide innovative solutions to meet client’s needs.

Before joining Gambel Communications, Alicia served as the communications director for the Louisiana SPCA, the oldest and largest animal welfare organization in Louisiana that impacts more than 74,000 animals per year. During her nearly eight-year tenure, Alicia oversaw numerous crises, served on national communication taskforces, oversaw all aspects of internal and external relations and worked alongside the development department to raise critical funding. Prior to that, she worked in the fast-paced New Orleans hospitality industry focusing on digital public relations for multiple hotels.

Alicia is a member of the Public Relations Association of Louisiana (PRAL), Southern Public Relations Federation (SPRF), a board member of the Public Relations Society of America (PRSA) New Orleans Chapter and a member of the New Orleans Regional Leadership Institute. An accredited public relations practitioner (APR), Alicia is also certified in crisis communications, organizational leadership, content marketing and social media.

A well respected and trusted public relations practitioner, Alicia has been recognized by SPRF as a ‘Senior Practitioner of the Year’. Dubbed early on in her career as one to watch, she also received the ‘Rising Star’ award by PRAL and was profiled in St. Charles Avenue Magazine as part of their Young Bloods series. Most recently, she was recognized at PRSA’s annual Fleurish Awards and received four Awards of Excellence for her work along with the ‘Plate Spinner’ award for her efforts on the board of directors for the chapter.

An LSU graduate, Alicia received a bachelor's degree in mass communications with a concentration in public relations and minors in business administration and leadership development. She is a frequent speaker and presenter on public relations topics, most recently presenting at the Jefferson Economic Development Commission and SPRF annual conference.

When Alicia is not at work, you can find her at the ballpark with her three boys or cheering on the Tigers in Death Valley.

Previous

Cook-Off for the Coast raises awareness about Louisiana’s coastal land loss crisis
Next

Louisiana Children’s Museum hosts Taylor Swift raffle to fund ‘Museum for All’ gap