DressCode is a new clothing brand that produces tailored shirts inspired by technology and digital culture. At the time of the brief they were an online fashion startup with five products in existence – quality shirts with unique motif designs including binary, cursors, pixels, code and screen glitches. As a startup they have modest marketing and consultancy budgets, so their investment needs to go far.
The brand is the brainchild of Andy Boothman who comes from a design and branding background. He’s passionate about tech and all things digital, and equally passionate about fashion. The general assumption has always been that geeks aren’t into fashion. But are they?
DressCode needed more information on its target customers. The company had identified four distinct audience groups – Young Male Tech Professionals, Older Male Tech Professionals, Corporate Workers and Female Tech Professionals and worked with EntSight to understand how best to respond to the behaviours and preferences of these.
EntSight mapped these four audiences from a large sample of European consumer data. Here, they built a set of audience segments, each made up of at least 2,000 consumers who work in tech-related fields and have an active interest in fashion.
Key areas of focus in EntSight’s research included the audiences customer journey, which expectations the consumer groups had of their favoured brands and also what might cause they to actively promote and advocate DressCode to their friends and connections online and on social media.
This was largely carried out using audience data from GlobalWebIndex and indexing audience behaviours against a European average in order to understand the results in more detail.
EntSight delivered rich insights and a set of actionable recommendations. These included tactical optimisations alongside longer-term strategic actions – eg how to introduce a line of womenswear, a new market for DressCode.
Average weekly web traffic has increased – up 308% year on year, email campaigns have maintained average open and interaction rate of 46% and the returning customer rate is 19.67%.
DressCode has been featured in the Telegraph, GQ, Metro, Business of Fashion and many more. The CashCuff has been on the BBC – TV and radio.
The top ask among DressCode’s target customers when it came to brands was to provide innovative new products.
EntSight identified that wearable tech was one avenue DressCode could pursue: all audiences over-indexed for smartwatch ownership compared to the European average.
Inspired by these insights, DressCode rolled out its most exciting launch to date: the CashCuff. A simple solution for everyday purchases, the CashCuff allows contactless payment directly from a DressCode shirt. No wallet, no phone, no problem.
The environmental impact of fashion is a growing concern among consumers. DressCode’s target audiences were no exception: all but one segment – the Young Tech Professionals – over-indexed significantly for interest in shopping sustainably.
This was a chance to prove how DressCode shirts can be friends for life (or at least, several years), not just a season.
Social content demonstrating the wearability of the shirts – including fun, experimental stress tests – were a good starting point.
Customer advocacy doesn’t come cheap. Around half of all audiences –and women tech professionals in particular – like to receive discounts or free gifts before promoting a brand online.
EntSight’s data confirmed that DressCode was on the right track when it came to incentivising advocacy. The brand already includes a free pocket square with each shirt.
Pocket squares also appeal to the sartorially sophisticated gentleman, elevating a shirt and jacket combo, and ensuring that customers have the best experience wearing their DressCode shirt.