Sam Tazzia12.8.15

Problem Statement

How does Alton Lane get men to believe in the transformative effect of custom fit menswear?

Secondary Research11% of Millennials say they have to wear suits or career dresses to work, compared to fewer than 5 percent of those ages 35 and older. *

People make their assessments in the first few seconds of seeing another; assessments that go way beyond how well you are dressed and how neat and tidy you might look.**

After just a 3-second exposure people judged the man more favourably in the bespoke suit. And the judgements were not about how well dressed he was.**

"They see dressing as a way to express themselves more differently than the Baby Boomer generation did, and custom clothing is just a part of that," he says. "They like not looking like everybody else.”°

Millennials — who grew into their discretionary income and purchasing power soon after the recession — construct their identity through what they wear, not by what they use.°°

*Chicago Tribune ** Psychology Today ° USAToday °° Fortune

Primary Research

Confidence is perhaps the biggest aspect of transformation

It is important to have a suit that reflects your personality and fits who you are

Perception is one of the biggest differences between off the rack suits and bespoke/custom suits

Personal perception is just as important as other’s perceptions

SURVEY- Sent a Google Forms survey to 73 men on LinkedIn from 11/5/15 to 11/10/15

ONE- ON –ONES- Interviews conducted with young professionals

OBSERVATION- Observed an appointment and a fitting at Alton Lane NYC on 11/13/15

UNSTOPPABLE

UNCONSTRICTED

CONSCIENTIOUS

RESPECTABLE

SOPHISTICATED

AH-HA Moment

What is important is how a man feels in his suit and whether or not it reflects who he is

Creative Brief

What do we want the advertising to do?Convince consumers that Alton Lane suits are the only suits that will truly reflect their personality and transform them into the best version of themselves.

Who is our target?

Professional males between the ages of 25-32 working in non-finance or accounting industries who purchase suits from Hugo Boss, J.Crew, Ralph Lauren, Neiman Marcus, etc.

Ben – 28Ben lives in Chicago and is getting to the point in his sales career where he has a little extra money to spend and is starting to have a lot more big meetings with clients. He doesn’t particularly like to shop but doesn’t hate it either. He doesn’t know a lot about suits buy believes it is important to look your best and believes in the phrase “dress for the job you want.” As a millennial Ben wants to be able to express his personality in his outfits.

Creative Brief ContinuedWhat do they currently think?

Ben doesn’t know much about suits but the ones he’s seen and bought are all pretty traditional.

What would we like them to think?Alton Lane can make a suit to fit anyone’s style that will reflect his personal style.

What is the single most compelling promise we can make them?

Alton Lane will make you the best version of yourself.

How do we make it believable?- Each suit is made specifically for you.- Trained staff who are aware of fashion trends, understand how suits fit, and provide exellent guidance and advice taking into account your preferences.- Have thousands of different suit fabrics and hundreds of different shirt fabrics.- Unique 3D scanning technology to perfectly understand your measurements.

Is there anything else worth considering that may get to great creative work?Consider the words “transformative”, “unconstricted”, “unstoppable”, and “Cinderella moment.”

References

http://www.realmenrealstyle.com/price-variation-menswear/

https://www.psychologytoday.com/blog/do-something-different/201304/what-

http://search.proquest.com/genderwatch/docview/1674715899/838AD995EBE241C2PQ/3?accountid=14214

https://www.gfkmrismartsystem.com/UniversityReporter/Report.aspx

https://www.gfkmrismartsystem.com/UniversityReporter/Report.aspx

http://www.usatoday.com/story/money/2015/06/08/mens-wearhouse-millennials-custom-clothing/28149675/

http://www.timesfreepress.com/news/life/entertainment/story/2015/apr/27/menaissance/300668/

http://www.chicagotribune.com/business/ct-millennials-at-work-0513-biz-20150512-story.html

http://www.menstylefashion.com/business-suits-style-guide-to-looking-stunning/

http://fortune.com/2014/03/14/undressing-todays-man-mens-fashion-enters-a-renaissance/

http://www.latimes.com/business/la-fi-menswear-boom-20150315-story.html