Redefining a brand and experience to inspire new reasons to wear
Skopes is a men’s tailoring brand established in Leeds in 1948. Having previously mainly existed as concessions, the brand wanted to engage a new era of customers. Our challenge was to define the future of the brand and cut through the competition to reach the modern male consumer with a memorable experience, building on Skopes’ existing strengths: quality, heritage, accessibility and value.
The world of suiting can be seen as stuffy and intimidating, with men buying a new suit only once a year on average. We needed to rewrite the rules of tailoring and democratise suit-buying in order to chime with the modern era. We spent time understanding the contemporary male consumer and determined that they could be better engaged through help with decision-making, authentic stories and lifestyle relevance.
We audited the brand’s existing comms, highlighting an opportunity for Skopes to develop their own voice and communicate more effectively on their social channels in order to open up a dialogue with their audience.
Key insight: Men were looking for visual inspiration of how to wear the elements of a suit, accessories and layers as ‘looks’ for different occasions, that spoke to them with personality, without falling into suiting conventions and cliches.
Transforming the brand identity with a simple and clean aesthetic for a modern heritage look. We relaunched the brand on social, filling the feeds with animations, graphics, illustrations, behind-the-scenes photos, and reactive content.
We also created ‘The Suit Lookbook’ concept for the brand’s flagship, introducing a lifestyle-orientated approach that provides more occasions to wear, more reasons to buy and the invitation to build a wardrobe of styles with the brand. Our new in-store app also allows users to browse online to find the best suit for their occasion.
Strategic shift: From passive one-off suit retailer to engaging, content-driven brand for all occasions
In 12 weeks, we tripled the brand’s followers on Instagram and Twitter and increased average monthly impressions.
We partnered with illustrator Mr Woody Woods to create characters for Skopes, adding more personality and humour to the brand.
We created new art directed style for the brand to use across their channels, ensuring an element of sophistication that was in keeping with the brand's new identity.
“ We are all very excited to launch our new brand and concept. The consumer deserves a high level of service that is truly ‘experiential’, evoking all the senses. Our collaboration with Dalziel & Pow has been an enlightening experience, it is a privilege to work with such a professional team.” Simon Cope
Managing Director and Chairman, Skopes