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Introducing a Different Concept in Menswear
Built on the concept that men aren’t crazy about browsing for clothes and coordinating outfits, Waer Clothing developed a debut line of high quality prêt-à-porter menswear with a color-coded label matching system. Clothing designs embody casual elegance and are suitable for day-to-night wear; fabrics are chosen for exceptional draping, finish and hand that guarantees each item fits and wears well. The long-wearing separates go from day-to-night with ease. Waer’s simple pairing technique indicates which pieces work together, eliminating time-consuming dressing routines and the inconvenience of in-store shopping.
Waer Clothing designs unique, high-end menswear designed to take the guesswork out of dressing, and eliminates what many guys desperately aim to avoid: shopping for the right clothes for the right occasion.
Challenge
Waer Clothing is the brainchild of the Efthymion family, created in response to a common complaint amongst their young professional male friends and family: shopping for and coordinating event-appropriate outfits is confusing, irritating, and wastes time better spent doing things that matter to them more. While Waer’s mix and match labeling feature is an intriguing value add that can potentially draw significant customer interest and eventual loyalty, competition from off-the-rack menswear manufacturers is fierce. This new clothing line could be easily lost in the crowd or swept off the board altogether.
Solution
While the contemporary style and cut of the separates works well for a wide swath of ages and heights, our market research identified their sweet spot in the 18 to 40 range. The family had focused on the convenience of their straightforward matching system as well as several other selling points, trying to move an ungainly message that was a poor fit for the clothes they made. We amplified the needs of their target audience and distilled their ideas into a single theme to create a simple yet powerful and enduring image.
Brand Development
Rather than center on the problem-solving nature of the founders’ marketing concepts, we took an aspirational, personality-centric approach that reflected the founders’ warmth and verve. We created personas for their ideal customers that embody the energy of the young professional lifestyle with a focus on authenticity, intention, and the desire to make the most of their time: Jack, the great guy who knows Jack about dressing, and the reliable, joyful Fun Uncle.
Both reflect the attitudes and spirit of the target demographic while spotlighting the clothing’s quality, comfort, and wearability, their bespoke look, and their day-to-night flexibility. We honed in on the commonality shared by the wearer and the matching system. The resulting concept integrates the elements that the founders wanted to express in a simple, elegant statement: Waer Clothing – A Label With a Purpose.
