Revitalizing a traditional menswear brand

Abstract

Van Gils is, or at least known as, a traditional menswear brand that focuses on formal wear. Due to changes in the fashion industry and an on-going casualization trend, the brand is in need of a change.The developments in the industry consist of, among others, organisations and brands adopting purpose-driven mindsets, dress code changes in workplaces, and the increased awareness arisen due to fast fashion. ‘Purpose’ has become the lens and language used to work on this change in business. Purpose is the reason for a brand’s existence. Currently, consumers are making carefully considered choices regarding their purchasing decisions. They are choosing brands and organisations that they personally identify with and reflect their values and beliefs. Increasingly more companies are changing their dress codes and changing nature of workplaces generally in favour of a more casual environment, and, therefore, an explicit need for formal wear is becoming less existent.Retailers like H&M and Zara introduced fast fashion by making it possible for everyone to shop for on-trend clothes whenever they wanted. However, an increased consumer awareness has arisen of the environmental impact of fast fashion due to the quick turnaround process to get these products into the market. Conducted analyses propose an opportunity for Van Gils to introduce another brand. For instance, the company wants to stay true to loyal customers while also reaching out to a new and, most importantly, younger audience. Additionally, based on the consumer research an explicit need has been found that fits the need of the company. It has been found that participants have two ways of expressing oneself. Either having the need to express oneself as ambitious and professional by wearing formal attire when, for instance, having an important business meeting or expressing oneself as easy-going and approachable, and therefore, wearing smart casual attire, when for example enjoying recreational time. This thesis has several outcomes: 1. A theoretical framework providing a thorough understanding of brand revitalization and related subject matter. 2. A strategic direction introducing a two-brand strategy for Van Gils. 3. a brand book showcasing the new brand, SATURDAY and 4. several brand touchpoint designs visualizing the translation from brand book to design examples.In conclusion, a two-brand strategy has been introduced. This ensures that Van Gils as a brand stays true to loyal customers by providing what the brand is known for, its formal attire, and additionally, reaching out to another target audience by introducing smart casual attire.