• Client: West Coast / 1

Creating a Younger Image for a Men’s Clothing Brand.

Mandate

To update the company’s brand image in order to reach a younger target market.

Background

For many years, West Coast was associated with nautical-themed clothing aimed at 35- to 45-year-old men. However, the company has changed its brand position and now offers urban wear collections for 18- to 24-year-old men.

Implementation

In order to create a younger image for West Coast, a concept based on the idea of “having fun with the guys” was used in all communication materials – point-of-sale displays, contest, catalogue and website. To increase online traffic, the company’s new website features a “Photo Booth” section with pictures of customers taken while trying on clothing in the West Coast stores. Customers can then visit the site and vote for their favorite shots.

Results

West Coast sales increased by 20%.

• Agency presentation »
• Portfolio »