The company, which launches in May 2018 with its web presence and a retail sales strategy, is an online tailor service. The brand we want to build is not your stuffy, formal idea of a tailor. And we are opening and only doing button down dress shirts.
Realistically, the demographic for our service is all men (and a few women). After all, why would any man want to opt to wear an ill-fitting shirt, rather than one that is custom tailored to his body. And at a price-point that averages $40-$50, its less expensive than most ‘off the rack’ options. That said, our target demographic is men between the ages of 20 and 40. And more specifically, our initial target demographic will be young college frat boys, graduating seniors, and entry-level professionals. The new website will reflect this.
There are basically three services that we offer:
1. Recutting your existing wardrobe: Imagine taking your existing closet full of dress shirts and sending them to Always Fitted. When they return in 10 days, they look like they were made for you - because, finally, they were. And this costs under $20 a shirt.
2. Vanishing your online shopping fobias: For those of you looking for new shirts, simply jump online (or go to the mall), and place our address in the ‘ship to’ line (instead of your home address). Then in those same two weeks, the shirt gets recut and arrives at your doorstep, perfectly customized to your body - because we've got your measurements and preferences on file, which means never again having to deal with returns and exchanges.
3. Custom shirts for any budget: Actually, why not just cut-out the trip to the mall and instead hop onto our online store, choose your fabric, and have that new shirt sent to your home, made from scratch to your unique body measurements and ready to be worn out on the town? All for $40-$60 per shirt. We're not kidding.
4. Personalize any of your shirts: From having them cut to the untucked look, or monogrammed with your initials, or customizing the buttons and thread, or adding a white French cuffs and collar (to accentuate that tan) - don’t worry, we offer that too.
The feel of the brand is going to be a bit more brash than you may be used to. It’s going to be fun and, occasionally, tongue in cheek. Think about the following examples:
Dollar Shave Club ads or All State ads featuring Mayhem.
LOGO: So, the Logo that we are looking for is going to sound simple: it is a collar. We want it to feel honest and fresh. Less is more. But feel free to be as creative as you want for adding any imagery that you feel reinforces a custom fit shirt.
For instance (and not suggesting either of these) a butterfly that morphs into a collar, representing your transition into a new wardrobe of perfectly fitting clothes. Or a banana peel that is morphed into a shirt collar. The imagery evokes a perfectly custom fit, and also evokes words like ‘slip’ i.e. “Slip into a shirt that’s always fitted.” OK, stop laughing at us - this is why we've hired you all.
Our logo will not be used as a branding agent like Lacoste. Instead, you will find this on the label, and the upper back of the shirt. It will be on the website and other collateral.
We are looking for simplicity, in the logo. Cleanliness. Maybe modernity, maybe not. It can be iconic or grand (Russian Constructivist, or WPA art, or something of today or tomorrow…).
Be as abstract or as objective as you see fit, just NOT ornate.
The logo should be a single color, although which color doesn't really make a any difference - we will be using this new logo in whatever color best fits the color of shirt it's on, or the the target audience.
NOTE: The logo must not have any representation of the letters "AF".