MOSS BESPOKE by HOUSEHOLD DESIGN for MOSS BROS GROUP

MOSS BESPOKE

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Industry Apparel & Accessories Stores
Media Design & Branding
Market United Kingdom
Agency HOUSEHOLD DESIGN
Creative Director Sarah Page
Released June 2010

Credits & Description

Category: Permanent Retail
Advertiser: MOSS BROS GROUP
Product/Service: MENS FASHION RETAIL
Agency: HOUSEHOLD DESIGN
Date of First Appearance: Jun 1 2010
Entrant Company: HOUSEHOLD DESIGN, London, UNITED KINGDOM
Chief Executive Officer: Brian Brick (Moss Bros)
Brand Director: Simon Stacey (Household)
Creative Director: Sarah Page (Household)
Insights Director: Michelle Du-Prat (Household)
Design Team Leader: Siu-Lan Choi (Household)
Media placement: Identity And Store Design - Store - 1st June 2010

Describe the brief from the client
Position Moss as UK’s leading high street suiting destination brand. Core to this was the creation of a new retail proposition bringing a bespoke service to the British high street, shaping the way men access, engage with and buy a suit made just for them, at a price they did not imagine was within their grasp.

Household were briefed to develop the brand architecture to house the new bespoke offer; create an innovative and quality retail experience; design a brand communications system to demystify the suiting buying experience, whilst retaining credibility and aspiration around the buying experience and journey.

Describe the challenges and key objectives
Developing a customer journey through the product and service offering, was essential to enable the customer to understand options available with both clarity and inspiration.

Bespoke suiting for many is not on the radar, as it's associated with high-end luxury. The challenge was to demystify the process of the tailored suit, communicate simple stages and price options – whilst staying true to the magic, tactility and individuality of suit-making.

Design elements included branding – identity/naming; signage; ticketing; online image; tailors' business cards; bags; labeling/embroidering – and the exterior and interior store environment – covering service and merchandising.

Describe how you arrived at the final design
Demystifying tailoring led to the ‘A-Z of suiting’ concept – reflecting the expertise required to deliver credibility, with simplicity.

The Alphabet Bar allows customers to explore touch-screens/iPads and a library of tailoring books. It’s also an architectural element connecting the bespoke service feature between floors.

‘Tailored by you’ communications appear on windows through to focal areas. Dynamic graphic panels invite customers to select the right cut to flatter their shape, choose the fabric that fits the occasion and add detail to create a personalised suit.

Copper colour and material is the brand signature threading through the environment and brand assets.

Give some indication of how successful the outcome was in the market
Customers say the service and the quality of the space, as well as the product, is the reason for coming back, and that they would definitely recommend Moss Bespoke to others. Moss Bespoke has proven itself in the eyes of the customer, with 50 more stores and concessions planned to open. Moss Bespoke is a success because the Moss Bros Group knows suiting, but has also tapped into the way men like to do things and used this knowledge to innovate.