The Idle Man
Help The Idle Man connect with 18-25 year old guys
Website — theidleman.com
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YCN Student Awards Europe 2014/15
Social — @Idle
ycn.org
The Idle Man
Background The Idle Man is a new online-only menswear retailer aimed at young men aged 18 – 25. Collectively we are a young team of writers, designers and buyers that all have a genuine passion for music, food and, of course, fashion. We are focussed solely on menswear and will only ever stock the brands that we love at prices that you can afford; no bootcut jeans, no string vests or anything else that we wouldn’t wear ourselves. Above all we’re here to give the average guy a great shopping experience, building confidence and helping him be the best man he can be. Our Positioning We truly believe that shopping for clothes should be a fun, affordable and ultimately enjoyable experience that makes the shopper feel great. That’s why we position ourselves as your trusted ally. WHY: We exist to make every guy be the best he can be. HOW: The right product at a great price, delivered free to your door. WHAT: A dedicated men’s only online fashion destination. Our Mission • Compete in range, price and promotion • Be credible with our fashion, style and aspiration • Have excellent customer service that’s constantly meeting changing expectations • We explain the why, the what, the what not, and hopefully point our customer in exactly the right direction • Have exclusive collaborations and own label garments that you can’t buy anywhere else
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YCN Student Awards Europe 2014/15
ycn.org
The idle Man
Our Personality • Energetic • Passionate • Fun • Contemporary • Honest • Down to earth The Idle Man Brand Archetypes There are 12 brand archetypes that are used in marketing today, each with its own set of values, meanings and personality traits. They are – The Ruler, The Creator, The Caregiver, The Jester, The Regular Guy, The Lover, The Magician, The Outlaw, The Hero, The Sage, The Explorer and The Innocent. Of these, The Idle Man represents the following character types: The Regular Guy — Not pretentious, a straight shooter, people-oriented. Reliable, dependable, practical, down to earth. Values routines, predictability, the status quo, and tradition. The Sage — A thinker, a philosopher, reflective. Expert, advisor, teacher. Confident, in-control, self-contained, credible. The Jester — Clown, jester, trickster. Playful, takes things lightly, creates a little fun/ chaos. Impulsive, spontaneous, lives in the moment. Target Audience Our bullseye consumer is a typical 21 year old male. He’s at an age where his identity is being built, so ‘feeling and looking like a man’ is important to him. Whilst on the face of it our target consumer is the life and soul of the party – beneath it’s not all so easy. Truth be told, they find it confusing and often stressful to pick out a style that works for them. They’d like a bit of a guiding hand. Some have always felt a bit like that – they rely on fashion forward friends and celebrities to help them kit out their wardrobe.
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YCN Student Awards Europe 2014/15
ycn.org
The Idle Man
The Creative Challenge Two words. Awareness and Purchase. We want you to create a campaign and overarching campaign idea that creates a bang, a campaign that launches The Idle Man into the minds and wallets of young men; positioning us as the go-to store for men’s fashion. Be as creative as you want, but remember the idea must be able to transcend across multiple media formats from social media to TV to digital banners. Which media formats you choose to articulate the idea in is entirely up to you, but we want to see examples of how the idea works. Creative Considerations Don’t be limited by images and styles that you associate with the The Idle Man of today – we are a young brand and are constantly evolving. For example, we have had three revisions of the website already, so feel free to experiment with The Idle Man look and feel. Deliverables and Additional Information For guidance on how to submit your work, please adhere to the main Deliverables information which can be found at the YCN website. Any additional information referenced in the brief can be found in the supporting Project Pack at the YCN website.
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YCN Student Awards Europe 2014/15
ycn.org