Garrison Bespoke (Garrison is the brand name, Bespoke is title/tagline)
Garrison sells confidence and image enhancement for professional males through tailored clothing within a familiar environment in which they are made to feel comfortable and at home.
Lightweight, comfortable, sleek, rich, sharp, dapper, luxurious fabrics, durable, modern European style.
Garrison is the luxury bespoke clothier which custom tailors European-inspired, luxury suits for upwardly mobile professionals who choose our brand because it makes them feel confident, successful and sophisticated without the air of pretention.
4. Brand Character
Garrison is modern, sexy and sophisticated. He effortlessly stands out in a crowd because of the confidence and lust for life he exudes. A young Sean Connery or Daniel Craig or Tom Brady are celebrities who embody the character of the brand.
To crystallize further, Garrison represents the image of a sleek, aluminum clad BMW vs. the classical, wood grained Jaguar or Mercedes.
Garrison custom tailors modern luxury clothing for upwardly mobile business professionals who buy the brand as a symbol of achievement without the badge of arrogance.
We do this modern, high quality, European-inspired custom clothing for progressive males, 25-44, who choose bespoke apparel because it enhances their sense of self and reinforces the successful image they wish to project.
Age Primary: 25-34
Household Composition: Single Income No Kids / Double Income No Kids
Household Income: Top 20% HHI, above $80,000 per annum
Psychographics: Fashion savvy.
How they dress gives them a competitive edge.
Active lifestyle; social.
Wall Street broker or lawyer who wears a suit to work and must be consistent with the power image he wishes to project.
Geographical Urban based around downtown core.
“I believe ‘clothing defines the man’ and when I wear a Garrison suit, I feel accomplished, fashion-savvy and confident. Wearing Garrison makes me feel like I have arrived”.
Key Purchase Drivers
i. Perfect Fit. Made for me.
ii. External: Image projection of confidence and success
iii. Internal: Confident, feel good about me.
These are general guidelines, open to other ideas.
RR doesn't overtake the word
Wordmark / symbol - open to Relating to tailoring - easily recognizable
Ideas on symbols:
Modern crest, Thimble, needle, measuring tape, Chest pieces, Wool, sheep, sharp knife, masculine, shield, button,
Not fancy, simple and clean.
Blue (sky or navy), black, grey, white, red (open to other colours)
Similar brands that have similar asethic:
Tom Ford http://www.TomFord.com
Richard James http://www.RichardJames.co.uk
Raf simons http://www.RafSimons.com
See attached for mood concept and competitor brands
Attached are the style of crowns to be used.