A Brand Evolution for the Everyday Aussie Guy.
Problem
Connor had enjoyed enormous growth in contemporary men’s apparel, however, its brand had not remained a focus. Plump & Spry were tasked to evolve the brands communications strategy - without alienating the core customer, the everyday Aussie guy.
Solution
We embarked on a research phase - recording shopper experience, reviewing all retail brand comms (campaign imagery, in-store signage, digital and social activity), and commissioned a survey of over 2,000 customers.
The resulting strategic recommendation was to refine the overall output - championing accessibility, getting greater consistency; and injecting a little effortless cool along the way. We created a new hierarchy of visually based communication to enhance the in-store experience, cast an ‘every day’ man as the lead ‘Connor guy’ in all shots - (Chad Hurst, a carpenter who went on to model for Armani and win Big Brother).
We also created a social strategy to drive results for the internal team. This integrated approach ushered in a new, more assured era for the brand. Our work helped the business so much, we were also asked to contribute to their new ‘megastore’ concepts - seeking and recommending the suppliers, and adding cheeky brand touches in store.
Results
New branding signage was trialled at 7 stores, who all recorded an uplift in sales results. This was then rolled out to all 137 Connor stores. Animated social-media assets delivered a +55% increase in engagement. We rolled out campaign shoots, cohesive brand guidelines complete with styling cues and and a social playbook to guide ongoing success. Connor remained a client for Four years and we’re proud of our work with the brand.
