Brand Positioning | Competitive Analysis | Consumer Ethnographic Study
How do you reinvent a specialized retailer whose primary product isn't as popular with consumers?
Men’s Wearhouse
Challenge
The Men’s Wearhouse had successfully built a reputation as the go-to store for affordable suits. Yet culture has moved towards a world where, even for the most formal occasions, men are opting for casual attire. During the pandemic, WFH continued to put The Men’s Wearhouse at a disadvantage and forced them to rewrite their brand story for a new era of The Men’s Wearhouse.
Insight
“Breaking” dress codes has become a form of creative self-expression. Some young grooms celebrate their big day by mixing formal and casual wear, pairing a tux with sneakers. For many others, the lack of clear rules around appropriate clothing choices has left them confused and fearful of a fashion misstep.
Results
The revised brand positioning represented a shift from a retail store with an emphasis on affordability to an omnichannel men’s store with an emphasis on a guided shopping experience. Both digital and in-store experiences would focus on providing customers a place to turn to for simple, friendly guidance that allowed every man to unlock great style.
