A perfect fit – reshaping retail strategy for the modern man


The Client

Connor is reliable, mainstream fashion for the everyday man.

The Audience

The average Australian man (20-40 years old). He’s confident, sociable and casual. A creature of habit, motivated by price, quality and service.

The Brief

Launched in 2006, Connor had cemented its place in contemporary men’s apparel. However, the identity needed evolving. In this instance, there was also an additional challenge: evolve the brand and retail strategy without fundamentally altering its DNA.

The Solution

We were tasked with reviewing all retail brand communication. This included the campaign imagery, in-store signage, digital activity and social media. We needed to refine the overall retail strategy, ensuring a consistent look and feel. 

The goal was evolution, not revolution. Our strategic recommendations championed accessibility and a cool, easygoing nature. We conducted research with thousands of existing customers, as well as a target market unfamiliar with the brand. These learnings proved pivotal in driving our refreshed direction. By leveraging a new pool of shoppers, we delivered an insights-led campaign.

To achieve this, we created a hierarchy of visually based communication with the customer at the core. Coupled with a consistent tone of voice and integrated content plan across all channels, we ushered in a new, more assured era for the brand.

The Result

– In-store trials were a huge success, delivering a significant, direct uplift in sales.
– The new branding rolled out in all 137 Connor stores.
– Our animated social-media assets delivered a +55% increase in engagement.
– Working closely with the Connor team, our content agency rolled out cohesive brand guidelines and a social playbook to guide our ongoing approach.
– We continued to produce and shoot seasonal campaigns, and advised on the direction of the new concept stores.

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