Understanding changing customer needs has driven the insight that men are aware of and interested in suit brands and formal dressing through increased media coverage such as GQ magazine - yet there is a distinct lack of retailers offering choice, quality, style and service that's desirable and affordable.
Moss Bros Group has sought to re-introduce a world of formalwear to the high street that relates more closely to men's needs, inviting them to experience expertise and shop for suiting styles across Ready to wear, Hire and Bespoke.
We designed a future store format for the business, and as part of the re-brand we developed the group brand architecture to house the new sub-brand bespoke offer. The brand communications system - embracing store, service and screen - aimed to demystify the suit purchase, whilst retaining credibility and aspiration around buying experience and journey.
The new identity links to the master brand identity, embellished with its own distinct personality. The core idea for the brand experience is the A-Z of suiting, reflecting the breadth of knowledge required to deliver the offer credibly, yet with simplicity. The concept is designed to reflect the Moss expertise and tradition and how that knowledge meets customer needs today.
The new brand experience dramatically shifts Moss from a 'need-driven' discount suits retailer' to a 'top-of-mind suiting specialist'. Moss is committed to being the UK's no.1 high street specialist for hire, buy and bespoke, investing internally and through the retail offer to achieve it.
A new industry benchmark has been set that builds on Moss' 150 years of heritage within the suiting industry - understanding what makes men tick remains at the core, and the business is prepared to innovate to meet those customer needs.
Customer orders placed since launch have delivered well beyond forecast expectations.
Design Week, 17.06.10
Household have worked with Moss on a rebrand
