proper cloth
Three campaigns for three consumers.
MY ROLE
When your old CW partner (the stunning beautiful glorious Luca Vescovi) asks you for your help with a little cold-calling, you say yes. And also ‘how can I help’. And also ‘oh, this sounds like so much fun’.
Together, Luca and I put together three different campaigns for the three different versions of menswear consumers. There are the dudes that dress up because they have to - we’re talking weddings, graduations - but they find no joy in it. There are the dudes that know enough to get by, but struggle to stand out from the herd of Brads and Chads. And there are the * men * who get fashion. Like, really get fashion.
the One for men who don’t like to dress up
you only get measured once
THE TARGET CONSUMER We’re looking to speak to men from the ages of 20 to 40. Specifically, we want to target to guys that don’t love to dress up. Despite the fact that he might rather be in athleisure, he’s still got a few events a year that require him to own a suit or at the very least a dress shirt.
THE PROBLEM A lot of young men have an aversion to dressing nicely which has been exacerbated by the increasing informality of society and working from home.
THE INSIGHT A lot of men shy away from dressing nicely because they’re insecure in their knowledge, fear it will be uncomfortable, or think getting there is a hassle.
THE ADVANTAGE Proper Cloth offers a surprisingly easy and confidence-boosting process to menswear.
THE SOLUTION Let’s get guys the clothes they need by advertising ourselves as a simple, hassle-free, one-time commitment option.
CAMPAIGN VISUALS Headlines like “Never Get Measured Again” and “You Only Get Measured Once” had a James Bond-like persona, which felt like it would resonate with this audience.
the one for men that have to get dressed up
break free from the uniform
THE TARGET CONSUMER Let’s speak to guys in that 20 to 35 range who work in professional fields. Specifically, we want to speak to guys who are looking to use style to stand out from the crowd.
THE PROBLEM Fraternities, sports teams, and corporate culture reinforce the idea that to look the same leads to social acceptance.
THE INSIGHT Doing things the same way as everyone else makes you forgettable.
THE ADVANTAGE Attention to detail and customization give Proper Cloth customers the chance to stand out from everyone else in a corporate uniform.
THE SOLUTION Let’s appeal to people immersed in corporate attire by giving them a way to stand out, express personality, and feel bold with the elegant details that make Proper Cloth a cut above the rest.
CAMPAIGN VISUALS This approach features outfits that have just enough flair to stand out without being so avant garde they become inappropriate for the workplace, juxtaposed against a blurred, monotonous, black and white background.
the one for men who live to dress up
dress like you know
THE TARGET CONSUMER Let’s speak to the audience who knows value as intimately as they know brand names.
THE PROBLEM Luxury brands have spent billions to convince people that the sticker price is representative of quality.
THE INSIGHT Knowing the true worth of things makes people feel like insiders.
THE ADVANTAGE Proper Cloth sources from high-end vendors and crafts garments with care but charges less than brands with more name-recognition.
THE SOLUTION Let’s create an “insider” feeling that makes our customers and those in the menswear industry feel as though buying PC makes them knowledgeable and always on the cutting edge of getting high-end clothing for a better price.
CAMPAIGN VISUALS: This campaign features menswear illustrations, a visual that people in the space will recognize. Callouts on the page highlight high-end details like the origins of fabrics and design locations.
