EntSight & Dresscode

How our Audience Insight inspired an inventive new British Menswear brand

The Brief

DressCode – a new clothing brand creating tailored shirts inspired by technology & digital culture – needed more information on its target customers. The company had identified four distinct audience groups, but wanted to understand their behaviours & preferences, and get some ideas on how to reach them in order to kick off its marketing strategy.

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The EntSight Approach

EntSight mapped these audiences from a large sample of European consumer data. Here, we built a set of audience segments, each made up of at least 2,000 consumers who work in tech-related fields and have an active interest in fashion.

With our sample groups in place, we combed through the data to see how these consumers navigate the customer journey and what their top priorities are when making a purchase.

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The Outcomes: CashCuff

The top ask among DressCode’s target customers when it came to brands was to provide innovative new products.

EntSight identified that wearable tech was one avenue DressCode could pursue: all audiences over-indexed for smartwatch ownership compared to the European average.

Inspired by these insights, DressCode rolled out its most exciting launch to date: the CashCuff. A simple solution for everyday purchases, the CashCuff allows contactless payment directly from a DressCode shirt. No wallet, no phone, no problem.

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The Outcomes: Sustainability

The environmental impact of fashion is a growing concern among consumers.

DressCode’s target audiences were no exception: all but one segment – the Young Tech Professionals – over-indexed significantly for interest in shopping sustainably.

This was a chance to prove how DressCode shirts can be friends for life (or at least, several years), not just a season.

Social content demonstrating the wearability of the shirts – including fun, experimental stress tests – were a good starting point.

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The Outcomes: Customer Advocacy

Customer advocacy doesn’t come cheap.

Around half of all audiences –and women tech professionals in particular – like to receive discounts or free gifts before promoting a brand online.

Our data confirmed that DressCode was on the right track when it came to incentivising advocacy. The brand already includes a free pocket square with each shirt.

Pocket squares also appeal to the sartorially sophisticated gentleman, elevating a shirt and jacket combo, and ensuring that customers have the best experience wearing their DressCode shirt.

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