Outfittery launches new brand identity

The new brand strategy was developed by Poke London. The aim is to further strengthen Outfittery's market position by upgrading the brand and thus support the young company's growth.

"In 2018, we embarked on a journey together with Poke to sharpen and further develop our brand and thus also our mission," comments Julia Bösch, CEO of Outfittery. "We are more than proud of the result. The new brand is a real milestone - not only for the customer, but also for the entire team that was involved in its development and lives the brand and our mission within the company."

After in-depth market research and workshops within the team, the brand was developed from its primary focus on convenience to more inspiration and passion for style. The company's mission statement was also adapted in the process: "Outfittery empowers men to unlock their true style", from which the new claim "Your style. Your way." was developed.

The project was led by Chief Customer Officer Nigel Carl Brown. "After more than six years of focusing on explaining the functionality and convenience of our service, it was time to put the product - the fashion - and our enthusiasm for it more in the foreground," comments Brown. "With the new brand identity and claim "Your style. Your way.", we are now making this even more visible to the customer."

The new brand identity is now visible on Outfittery.ch, the social media channels and all print materials such as the box and voucher cards. It is also supported by a new TV commercial for the fall/winter season. Under the motto "Your life: versatile. Your appearance: just right.", a young man is accompanied through various situations - from an everyday scene in a suburban train and cab to an adventurous "urban golf" scene at the dilapidated former listening station on Berlin's Teufelsberg. The main focus is on the various outfits worn by the actors.

The TV commercial, which was filmed in Berlin, is now being broadcast in three versions and countries: a long version of 20 seconds and two short versions of 10 seconds each. In Switzerland, for example, the commercial will be shown on Sat1, VOX and Puls 8. A version of the commercial specially adapted for the channel is also being advertised on YouTube. For Poke London, this is already the second TV commercial for Outfittery this year. The digital agency, which is part of the Publicis UK network, has been the lead agency for the company since the beginning of 2018. Enhancing the brand is the focus project that Outfittery is working on together with Poke in 2018.