Goal : To build style confidence, and connect with a new consumer leveraging a partnership with a contemporary and stylish mens brand.
Method : To seamlessly integrate the new Esquire brand partnership throughout the consumer journey with corporate and brand positioning. Meet all contractual obligations and projected business requirements.
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The Men’s Wearhouse and Esquire
Esquire – a confident brand for the man who has arrived, and the Men’s Wearhouse – the brand for the man working on getting there, partnered to launch the “Ultimate Shirt and Tie Collection.” The products (dress shirts, ties and combos) are a bit more progressive in style and fit, than similar MW’s categories, which is a terrific positioning boost as MW seeks to gain relevancy in a younger market and Esquire can take advantage of the volume and consumer insights through TMW e-commerce channel.
Product integration was fairly straight forward, the trick was to successfully weave in Esquire’s lifestyle content into the MW customer experience: elevating the Esquire product and brand without over-reaching TMW’s current voice and other content initiatives.
Before diving into the content integration, I had to take the first build a communications matrix to set the foundation for the partnership to be communicated, visually representing “share of voice” and underscoring the partnership terms from highest level, acquisition through retention and advocacy.
Through the purchase funnel, the Esquire product was teased within the product framework and expressed it’s fully at the category level. Esquire content had a “cheeky” tone that was very distinct from the “everyman” approach of the Men’s Wearhouse. I recommended to position and curate the Esquire lifestyle content so that it would augment the current core content while not conflicting with it, but as giving it content next to TMW content, illustrated the similarities and difference in the brands in a complementary way. For example Esquire’s “How to Cure a Hangover” might be paired with MW’s “Holiday Dressing” content or “The best excuses when you’re running late to party” paired with MW’s “Dressing well in 10 minutes.”
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Photography produced to market the initiative.
