Challenge
A Hickey Freeman suit is a testament to the artistry of hand-craftsmanship, the tradition of fine tailoring and to modern American style. It’s in the precise stitch work, the gradual turn of a lapel, the trim, the modern silhouette. The clean line along the trouser and a perfect drape from the shoulder. Fit and finesse. Masculine yet modern. This is Hickey Freeman. ASSIGNMENT Reinvigorate a heritage clothing brand by claiming ownership of modern American tailoring and the artistry of hand-craftsmanship.
Solution
TARGET Men, 25-45, “Refined Explorers” – thoroughly modern men who are seeking an up-to-date expression of authentic tailored style they can make their own. INSIGHT Though today’s consumers had passive awareness of Hickey Freeman, most men didn’t believe the brand had up-to-date styles that were relevant. However, the brand’s heritage of American-made clothing and expertise in fine tailoring were highly appealing. There was an opportunity to leverage that heritage and tell a refreshed brand story. EXECUTION Toth+Co took Hickey Freeman’s heritage of skill and craftsmanship and made it new. A refreshed visual identity was brought to life through a brand book, product branding and ticketing, retail signage, website design, as well as a re-launch campaign to raise awareness and change perceptions. A key element is the use of “Tailor’s Gold” as a signature identifier for the brand, a nod to the traditional tailor’s measuring tape and a modern signal to help the brand stand out among a sea of blue and grey suits.
Results
Toth+Co’s efforts evolved the brand’s presence at retail and online leading to re-established distribution: Expanded distribution/retail presence at key accounts (Bergdorf Goodman, Nordstrom, Saks) Opened new premium distribution (Barney’s)
Want fresh marketing stories in your inbox?
Get the weekly email that makes you a marketing genius.
Stay informed and inspired, for free.