The Idle Man - Brand Overview Jan 2015

P R E S E N T A T I O N T I T L E

T H E O N L I N E S T Y L E D E S T I N AT I O N F O R M E N

WHAT SHOULD I WEAR?

T H E P R O B L E M ?

The UK’s fastest growing online only

mens’ fashion store.

Aimed at a core demographic of

18 – 35 men looking to buy affordable fast

fashion

Launched in April 2014

T H E S O L U T I O N …

C O N S I S T E N T G R O W T H

A F F L U E N T – C O N F I D E N T – E A R LY A D O P T E R – S U C C E SS F U L - S O C I A L

Brands they buy: Cheap Monday, Casio, Nike, Vans, Dr Martins, Own Label ASOS, Jack &

Jones, Carhartt, Criminal Damage, Levis, Mckenzie, Adidas, Fred Perry

Age - 18 to 35 years oldbut a core demo of 18 – 25

Socio economic group - B, C1, C2

Key attributes - confident, early adopter, successful, social, love fashion

Media they consume: Hypebeast, The Daily Street, The Sun, Buzzfeed, Channel 4, E4,

FHM, Vice, Metro, MTV, NME

Ecommerce stores they shop at: Topman, Asos, Urban Outfitters, River Island, Next, Primark

T H E I D L E M A N C U S T O M E R

•The voice of The Idle Man is there to convey the brand message to our customers, as well as entice new participants to our proposition

•The brand should be seen as a trusted friend, within the often fickle arena of fashion. Content should seem genuine, easily digestable and not overtly commercial.

•We know that our target market are busy with a short attention span so editorial should be easily scannable and highly visual.

•We aim to start and continue a conversation as oppose to dictate, however, this doesn’t imply a lack of authority. We need to be seen as a place that provides information worth knowing

•If our users are engaged, they will buy.

A B L E N D O F C O N T E N T & C O M M E R C E

Pric

e

Fashionability

MENSWEAR PRICE vs. FASHIONABILITY

P O S I T I O N I N G T H E B R A N DT. I .MB R A N D P O S I T I O N I N G

B R A N D M AT R I X T. I .MB R A N D M AT R I X

15,000 – Twitter Followers

A M P L I Y I N G Y O U R M E SS A G E

15,000 – Facebook Fans

30,000 – Email Subscribers

6,000 – Instagram Fans