Suitsupply Case Study

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Analysing a successful fashion brand like Suitsupply will make the research and all collected data more pertinent. "Well, it's official. We've fallen for Suitsupply's unmistakable brand of cool (at prices that will keep your credit card in similar shape)." – GQ, June 26, 2012 This chapter tries to describe how one Dutch men fashion brand, Suitsupply has been able to understand complicated consumer behaviours among men, making the brand distinguishable from others. Suitsupply was founded in 2000 by Fokke de Jong in Amsterdam. Since then, the company has grown to become internationally orientated. Suitsupply offers its customers a wide assortment of products, ranging from suits, to ties, to accessories and to shoes. Hence, Suitsupply offers…show more content…
An important aspect of its marketing strategy was the “word-of-mouth”, where people started to talk about the strange location of a fashion store next to the highway, and people were thus interested in checking out the store. Another important strategy was the “Guerrilla action”, which offered Suitsupply free publicity. In 1999 a website was also launched. However the most well known marketing strategy of Suitsupply was the “not dressing woman” campaigns, by only dressing men. Today all campaigns depict a strong, independent and powerful man, which is what gender socialisation prone. Despite the increase in brand awareness, the brand was the target of many…show more content…
Suitsupply offers the right product at the right price for the right customer and with the right shopping experience. With a strategy based on quick, easy, accessible, traditional yet fashionable, the brand proves its competitors that understanding customers is of major interest. In a world where “new shoppers”, as well as “traditional shoppers” coexist and not only among Generation Y men, both consumer attitudes have to be understood and targeted. Last but not least, showing how clothing is not a barrier to masculinity is crucial in men’s fashion marketing, and this Suitsupply

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