We Are One

A clear brand message combined with a focused collection - Premium and Sportswear are merged - and strong advertising imagery: Holy Fashion Group has sharpened and revised Strellson’s profile.

Strellson. “WE ARE ONE”

For many years, Strellson was a prime example of the strategic development of a company through a carefully defined and cleverly communicated brand image. In a radically changed market, even the successful businesses need to question and sharpen their positioning from time to time. “We Are One” is the banner under which the progressive menswear brand from the stable of Holy Fashion Group intends to march into the future. Interview: Stephan Huber. Text: Isabel Faiss. Photos: Strellson

For a long time, Strellson operated within its own comfort zone, which was defined by a quite manageable competitive environment in the New Menswear segment. This is no longer the case. Ever since smaller brands started displaying provocative uniqueness, brand desirability has become the factor that tips the scales one way or the other. Thomas Jaeger, the managing brand director with a 22 year history at Strellson, summarises the motivation behind the recent deliberation and discussion process: “The industry is currently facing crucial issues that will define its future. Market mechanisms, consumer habits, and consumer expectations have changed massively. We are not content with merely participating in this change; we need to shape it actively!” Christian Mascarenhas, the new head of marketing at Strellson, is eager to deliver: “The classic dividing lines between leisure and work are just as obsolete as traditional dress occasions or conventions. We have taken an in-depth look at how the purchasing patterns of our customers have changed and also asked ourselves whether we are still capable of reaching them. Young men between 22 and 35 years of age are particularly interested in living as individuals and want to share their lifestyle with the world. However, they do not want to express themselves via a revolution and have no interest in breaking conventions. They have a desire to show individuality within the masses. Nobody wants to be a conformist, but they want to show it in a subtle way, which is made possible by style breaks. Against the background of gender discussions, we also see the desire to be a ‘man’. Men want to be modern in a social context, but without losing their male identity. This is quite essential for Strellson as a brand. The digital revolution has created an entirely new mindset among consumers. The customer now perceives himself as part of a development process, not as a mere consumer. These findings allowed us to identify many aspects that are invaluable for our corporate culture and brand.” As part of this consumer definition process, the team revised categories such as brand architecture, brand purpose, and brand mission. The result is a clear path to where Strellson wants to be. The team defined “Never Stop Beginning” as its new mantra and believes this new motto will channel Strellson’s innovative power in terms of product and communication.

One Strategy - One Strellson Strellson’s concrete answer to all the complex questions is the “We Are One” brand offensive, which was launched a year ago. It is a holistic strategy that includes the brand itself, corporate culture, communication, product development, and distribution. The

Thomas Jaeger, the managing brand director at Strellson, has been with the company for 22 years. Now he has embarked on a journey that will see the brand pursue a very different approach than in the past.

core of the strategy is an expressive main collection consisting of the previous lines Premium and Sportswear. “We believe that combining the strengths and innovative topics of both fashion lines affords us an excellent opportunity to re-focus the brand on the customer. The immediate impact on the product side is that our direction is more modern. We present capsule collections such as ‘Seven Days, Seven Pieces’ as a highlight of the main collection. In this context, we utilise seven pieces to create seven outfits. This cross-look is an integral part of our message”, Thomas Jaeger explains.

With Oomph Strellson has decided to launch its brand offensive as of autumn/ winter 2016 and will present the results for the first time at the Pitti Uomo in January. First talks with key accounts have reassured the team that it has chosen the right approach, also in terms of the product itself. “We have always been the quiet among the loud. We’ve always had a clean design, not too playful. We want to emphasise that style by focusing our fashion lines.

Christian Mascarenhas, the new head of marketing at Strellson, embodies the brand’s new motto “Never Stop Beginning”.

Strellson should be as easy to understand as possible for the customers. We want to return to having a pointed, unique campaign. In terms of intensity, that takes us back to our origins”, Christian Mascarenhas explains. This approach characterises the entire future appearance of the brand: new store designs, new branding, a deliberate emphasis on the Swiss heritage, and the colour red as a stylistic element and distinctive feature. Strellson has, for instance, introduced red pocket linings, red buttons, and red signature details to its new collection. Thomas Jaeger: “The great thing is that we don’t need to reinvent ourselves. It’s all there - history, product, and presence. However, it is vital to retell a great story from time to time.”

www.strellson.com