A.B.Citified is a contemporary sportswear brand for the young, fashionable 20/30something male. He appreciates the best that the world has to offer and always strives to attain the objects of his desire. Bold patterns, interesting prints, and saturated colors catch his eye and he nonchalantly works these into his wardrobe at all times. He understands that looking his best corresponds to feeling his best, and this in turn makes him stand out amongst the crowd. He is always noticed when he enters a room, and while he doesn’t search for attention, it is always bestowed upon him. It has been said that clothes make the man, but do not be mistaken, the A.B.Citified man makes clothes an essential part of his essence, to be noticed by the outside world. These years of his life are what he makes of them, and he will live them to the fullest.
Cheers,
The Citified
As alluded to above, A.B.Citified is all about creating a classic silhouette and style for men, but also having a sartorial twist that will make the brand stand out. Like Thom Browne, “I simply wanted to make well-made, hand-tailored suits that would appeal to people who thought that tailored suits are what their grandfathers and fathers wore.” (Brand Story; Hancock, Joseph; 17)
“Maintaining and guarding what one has established and believes in requires diligence and care.” (Brand Story; Hancock, Joseph; 18) It is with extreme diligence that I will protect the A.B.Citified brand and everything that that will eventually encompass. The first step in this will be to ensure that all logos and ideas are properly protected from the very beginning so that legal battles will not have to be fought later. Being sure to maintain the brand image will also be a key factor in how A.B.Citified may begin to evolve. If and when the company grows it will be important not only to make new product and gain new clientele, but to also maintain the brands image and not alienate early adopters who will become steady purchasers of the merchandise. “Once a brand identity is established, it can be enhanced through evolution, but frequent changes can confuse the consumer.” (Brand Story; Hancock, Joseph; 19) In this respect all clothing that is to be designed for A.B.Citified will follow these basic principles: the garment should be easily incorporated into existing wardrobes (something one could wear everyday), the lines should be clean, simple, and well tailored (the extreme tailoring and silhouettes of avant-garde design are definitely not permitted) and finally, the garment should have some sort of pattern, or insignia, or other sartorially interesting element in order to help it stand out from a wardrobe WITHOUT being superfluous. This continuity will help to keep the brand strong among loyal customers and allow new customers to know exactly what they are buying into. “Whether a car, a soft drink, a store, or insurance, the image a product projects defines it and its company, whom it appeals to, and the associations it conveys to the consumer.” (Brand Story; Hancock, Joseph; 17)
