Goal : To update The Men’s Wearhouse brand for an emerging market. Coordinating an in-store refresh with the launch of a completely redesigned e-commerce site that emulated the personalize sales experience and style advice that the brand was know for. Update the site experience that gives men the confidence to update their wardrobe.
Method : To refocus the brand platform “you’re going to like the way you look” through site experiences, updated product offerings, photography, models, styling, and content. The layout and content were designed to demystify everyday dressing, for the every-man.
Originally the site featured shipping and promotions over content. There was no hint of seasonal relevance or product, except for the one model wearing a suit.
We worked to extend the existing brand message of “you’re going to like the way you look,” by emulating the in-store experience of expert and personalized service through content.
The updated site featured a visual approach similar to a traditional men’s publication. This approach communicated a position of authority of men’s clothing and styling, bridging the gap between old and new.
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Partnering with merchants/buyers and the executive team we crafted everything from seasonal editorial content to new life-style, on-fig and lay-down photography strategies that funneled into to a complete redesign of the site. We worked to evolve the platform from which a mature brand (with that familiar founder narrative) now had a modern point-of-view that elevated the product value even with a relentless promotional calendar.
Working with the agency Phenomenon we evolved the site structure of MW.com (a tablet-first approach was recommended), to bring to-life the customized shopping experience that TMW was known for: creating purchase paths with integrated guides and tips that help guide the shopper through curated content that made self-styling easy and rewarding. ted galleries of full looks for one-click style. Since most men use a rational approach when selecting clothing – product descriptions were updated to include fabric origins, manufacturing content, style histories etc.
Video content created for the launch:
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My part:
Creative Director for the online experience.
Introduced seasonal content, storied look-books and campaigns to the brand.
Collaborated with the agency as part of the e-commerce transition team.
Developed all content for new site.
Aligned all online touch-points to new style guide.
Worked closely with internal teams for on-going revised brand maintenance.
Assisted in the development of revised campaign concepts, casting and photography.
Oversaw the development of all site assets and site photography.
Worked with merchants and stylist for revised on-fig styling and lay-downs.
“The Closet” and “Pack Light”: Video illustrator and animator : Teddy Hose
“Shoes”: Videographer: Thayer Allyson Gowdy.
The Men’s Wearhouse work: Dickie Grant
