ADV 208 Personal Project PDF

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This is the writeup for my personal project...

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Product Insight: Tommy John Boxer Briefs 

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Started by a husband and wife team who set out to “make the world a more comfortable place” and “reinvent men’s undergarments” o Tom Patterson = Founder & CEO o Erin Patterson = Co-Founder & Head of Merchandising Slogan – “No adjustment needed” Core values = fabric, fit, and function Fabric is made out of proprietary materials that are built for performance: o Cool (Cool Cotton) – daily wear, breathable, lightweight, flexible, keeps you 2-3x cooler than normal cotton, dries 4-5x faster than normal cotton “less sweat, more confidence” o Soft (Second Skin) – daily wear, constructed from an exclusive, non-pilling micro modal fabric sourced from Beechwood trees, silky, luxe, “like you’re not wearing anything at all” o Light (Air) – daily wear, futuristic, lightweight, mesh stretch fabric, quick dry (can be rinsed in a sink and worn again in less than 4 hours), durable, perfect for travel, antimicrobial, anti odor technology, “perfect travel companion that truly respects your personal space” o Move (360 Sport) – athletic wear, 360 stretch fabric, won’t ride up while you work out, supportive, soft, mesh cooling zones, anti-microbial, anti-odor technology Variety - 28 different pairs of boxer briefs, different styles, colors & patterns, available in up to size 4XL 8” inseam, signature length - most popular design for everyday wear Horizontal Quick Draw fly, non-rolling waist band Adapts to real, moving, human body so there’s no bunching, rolling, or riding up - “No Wedgie Guarantee” Best Pair Guarantee = best pair you’ll ever wear or its free First and only store in King of Prussia Mall, call sales associates “Comfort Concierge,” sell beer in store, pride themselves in personal shopping experience Where to buy: online website, department stores (Nordstrom, Macy’s, Bloomingdales, etc.) Price range: $28 - $48 (on website buy 5+ pairs and save 10% at checkout) Kevin Hart raves about the brand, approached CEO to invest in Tommy John o CEO was not interested at first o Praised underwear quality and durability - “Oh my god I feel like I don’t have anything on,” “These last. To me, they’re worth the money,” “Not only do I look good, but I feel good, I want to feel like this everyday Faveable ranked Tommy John as #2 best male underwear on the planet The New York Times, Esquire, & GQ praise the brand, featured on CBS and Jimmy Fallon CEO says Tommy John solves problems that other brands are afraid to talk about Once the customer puts on a pair, price becomes an after thought (Tommy John CEO) you don’t think underwear comfort matters until you feel irritated throughout the day “It all comes down to comfort”

Marketplace Insight

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Competitors: Calvin Klein Boxer Briefs (High Quality, High Price)  Priced at $24 - $50, Calvin Klein promises their boxer briefs have superior quality, comfort, and style. The brand uses soft, supportive, comfortable, lightweight, and breathable fabric and offers a variety of colors, patterns, and performance styles. Calvin Klein positions themself as a brand with a seductive, minimal aesthetic and gear their boxer briefs towards sharp adult males. Jockey International Boxer Briefs (Mid Quality, Mid Price)  Priced at $18 - $50, Jockey International promises their boxer briefs “satisfy the human need for comfort. The brand uses celebrity athlete endorsements and stresses their sustainability. The brand positions themselves as a traditional, athletic brand geared towards active adult males. Hanes Boxer Briefs (Mid Quality, Low Price)  Priced at $10 - $30, Hanes boxer briefs feature tag-free labels, a stretchable waistband, and no ride up leg bands. They value their sustainability and position themselves as a practical, comfortable brand geared toward men of all ages. Fruit of the Loom Boxer Briefs (Low Quality, Low Price)  Priced at $10 - $22, Fruit of the Loom assures their boxer briefs provide quality, value and style. They highlight their timelessness and color variety. Fruit of the Loom positions themselves as a fun brand geared towards men of all ages. Simmons (see attachment) In order to research the marketplace, I used a base of individuals who have bought men’s underwear in the past 12 months and analyzed males and three different age categories (25 – 34, 35 – 44, and 45 – 54). Based on the data, males ages 25 – 34 are the best target for Tommy John. While the older age categories present a slightly higher index, vertical percentage, and horizontal percentage for the lifestyle statement “comfort is the most important factor in what clothes I buy,” the 25 – 34 year olds stand out in other areas. For example, 20.3% of the people who wear most everything of the highest quality are 25 – 34, with an index of 117 (above average). The vertical percentage and index are higher than the older age groups. Further, 25.4% of those who want to get to very top in their career are 25 – 34 with an index of 146 (above average). Again, the vertical percentage and the index are higher than the older age categories. Although the older age categories present higher statistics for comfort, the difference is minimal and the competitor brands have already tapped into this market. The 25 – 34 year olds do value comfort, but they also value quality. This market is ambitious. They want to get to dominate the workplace (possibly so they can purchase those comfortable, high quality products). Thus, men ages 25 – 34 are a potentially promising and interesting target market for Tommy John.

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Discussion Guide 1. What makes you feel confident? 2. What makes you feel masculine? 3. How much do you care about your appearance? 4. How much effort do you put into what you wear? 5. Where do you shop for clothes and undergarments? 6. How in touch in are you with fashion trends? 7. What makes an expensive purchase worth the money? 8. How much do you consider other people’s opinions when shopping for clothes and undergarments? 9. How does your clothing purchases differ from your undergarment purchases? 10. How does a comfortable pair of underwear make you feel? 11. How much thought do you put into purchasing underwear? 12. How does your choice in boxer briefs change based on the occasion? 13. How much would you spend on a pair of boxer briefs? 14. What brand of boxer briefs do you currently wear and why? 15. What is the number one thing you look for when shopping for a pair of boxer briefs? 16. Describe your perfect pair of boxer briefs.

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Qualitative Research Interview 1: Chris Eng (29-years-old, English Professor) Chris feels most confident when he’s in control. In terms of his profession, he likes to feel prepared so that he is comfortable in the classroom. He described his style as “preppy, clean-cut, and professional.” For Chris, he gravitates towards this style because it compliments his personality and profession. He strives to have “an appearance that appears professional to the world.” He enjoys shopping and some of his favorite stores include H&M, Gap, and J.Crew. For Chris, functionality makes a purchase worth the expense. Chris explained that he wants his style to convey he is not an undergrad student. His high pitch voice and reserved body language demonstrated his displeasure with people miscalculating his age. When asked about his undergarments, he immediately started laughing, demonstrating his discomfort. Further into the conversation, he expressed he needs to have a sufficient amount of underwear to avoid laundry. He currently wears Fruit of the Loom and Calvin Klein. Chris said the number one thing he looks for when shopping for a pair of boxer briefs is comfort. His perfect pair of boxer briefs have comfortable fabric, are not too tight, have a good fit, and are blue. Interview 2: Justin Trombetta (29-years-old, teacher/Starbucks barista) Justin feels most confident when he’s a “fun loving goofball.” He expressed that his beard and his ability to work with his hands give him a strong sense of masculinity. In terms of his appearance, Justin never wants to be viewed as “scummy.” For casual clothes he shops at Marshalls, but if he’s trying to look nicer he shops at J.Crew or Banana Republic. He finds fashion inspiration on television. He tends to ask his mom, sister, and girlfriend for fashion advice. Justin will expend more money on clothes for a special occasion. He feels when his clothes look “cool,” he’s most confident. When asked about underwear, he said if he’s wearing a comfortable pair of boxer briefs, he’s not thinking about them. He quoted the Simpson’s saying a comfortable pair of boxer briefs makes him feel “like wearing nothing at all.” Justin explained that he tends to choose better boxer briefs for important occasions such as weddings, parties, etc. He would spend up to $20. He currently wears Nautica because they were on sale at Costco. The number one things Justin looks for in a pair of boxer briefs are comfort and durability. His perfect pair is durable, it has a strong elastic, and don’t bunch around the legs. Interview 3: Kyle Blaha (25-years-old, Chemistry Professor/Recess Coffee Barista) Kyle feels most confident when he’s comfortable. When he can trust himself and the situation, especially when teaching, he is at ease. For Kyle, an expensive purchase is worth the money if it makes him feel good. He strongly considers other peoples opinions when shopping for clothes. For example, he values his two roommates opinions because of their strong fashion sense. He puts the “least amount of thought possible” into purchasing underwear and has no idea what would make give it more thought, but he knows he needs comfort. Kyle explained that wearing a comfortable pair of boxer briefs is the difference between feeling “irritated all day” versus being “totally fine.” He said he would spend $15 on a pair of boxer briefs and when asked what brand

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he wears he responded “probably Hanes because it was a cool plaid set on amazon that was cheap.” The number one thing Kyle looks for when shopping for a pair of boxer briefs is style. He prefers a cool set of various colors and patterns. Kyle’s perfect pair is not too tight, blue, and some kind of pattern. Interview 4: Jack Eisenstadt (25-years-old, Marketing/Sales Associate) Jack’s athletic ability, tall height, his girlfriend, and his family give him confidence because they give him a sense of self. One of Jack’s most prized possessions is his cat because he’s always there for him. He is very competitive and loves to win. Sports and his blue wardrobe give Jack a sense of masculinity. When asked about his physical appearance, Jack said, “look good, feel good, and play good.” Whenever Jack likes what he’s wearing, he feels “lighter, more confident, and happy.” Jack is an online shopper. He likes Nordstrom because of the variety. He doesn’t “just want to go to the shoe store,” he wants to “get it all done in one trip.” Jack isn’t entirely in tune with fashion trends, but his favorite athletes and artists give him inspiration. For Jack, he is willing to spend more money on something that he wears often and is “clean, swag, comfortable, and soft.” Jack explained that his clothing purchases don’t differ much from his undergarment purchases. He wants comfort. When wearing a comfortable pair of boxer briefs, Jack feels sexy. He explained that he believes in “positive vibes” and comfortable boxer briefs give him “good vibrations.” According to Jack, “It’s like making your bed in the morning. It starts you off on the right track.” Jack explained needs to get new underwear about every 2-3 years. Jack is an active individual. When purchasing boxer briefs he needs to consider protection for working out. Jack said he would spend $20 on a pair of boxer briefs, but he would spend more for high quality fabric. He currently wears Lulu Lemon boxer briefs for working out, but for everyday use he does not have a preference. The number one thing Jack looks for in a pair of boxer briefs is comfort. Interview 5: Justin St. Louis (26-years-old, Attorney) Justin lives by the saying “Look good, feel good. Feel good, do good.” He is articulate and passionate about his profession. Whenever he goes into work he always wears a dark suit, a white shirt and a “power tie” because that’s what makes him feel confident. He believes cocky is when someone is confident with nothing to back it up. He feels confident when he knows he has a reason. He claims he is a very “superficial” person. He works out (despite his weak bench press), cares about his attire, and puts significant effort into his hair. Justin describes himself as a clean-cut guy who is conservative in dress and persona. He tries to dress in a manner that conveys he knows what he’s doing but not trying hard to get attention. Justin believes if you’re not thinking about what you’re wearing, you’re not thinking clearly. He shops at Joseph A. Bank and Lord & Taylor. At both stores, he has tailors who cut his clothes for the perfect fit. Justin labels himself as a “label snob,” claiming 80% of his closet is Ralph Lauren. He strongly considers brand reputation when shopping. Justin gravitates towards brands made for upper-class professionals. He strives to cultivate an image that says, “I work hard to buy these products.” In terms of underwear, Justin is concerned with comfort. He explained that underwear is a “critical

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part of what you do.” He needs his underwear to be something that he can work in, but also work out in. It is essential that he is comfortable throughout the day. He looks for quality, durability, and comfort. When Justin is wearing something uncomfortable, he is bothered throughout the day. What he loves about wearing something comfortable is that he doesn’t have to think about it throughout the day. Jack explained, “It doesn’t matter if you’re under the hot lights of the court room, you’re hanging out with friends, or working out, you don’t have to think about it. You have what you need and you’re going to be comfortable.” Justin stressed that he doesn’t like boxers because they’re too lose and he doesn’t like briefs because “they’re for old men,” which is why he wears boxer briefs. Justin has tried a number of different brands. For Justin, the most important element of a boxer brief is functionality. He would be willing to spend more on a quality pair of boxer briefs because you wear it everyday. Justin’s perfect pair of boxer briefs has breathability, flexibility, and comfort. Key Discoveries: After interviewing these five subjects, I made a few critical discoveries. There is an emotional tie to the comfort level of boxer briefs. Interviewees Kyle, Jack and Justin St. Louis expressed their feelings about a comfortable pair of boxer briefs versus an uncomfortable pair of boxer briefs. Kyle said if he’s uncomfortable, he’s irritated all day. Jack said wearing a comfortable pair of boxer briefs is like making your bed in the morning because it sets you on the right track. Justin expressed that underwear is a critical part of what you do. Wearing an uncomfortable pair of boxer briefs leaves him feeling bothered, but in a comfortable pair, he is confident he can accomplish anything throughout the day whether it is work, exercise, or relaxation. Each of these interviews, especially Justin’s, exposed the link between comfort and confidence. At the beginning of his interview, Justin said “look good, feel good. feel good, do good.” Ambitious, polished, active and professional young men like Justin not only care about their appearance and how it makes them feel, but they also care about how this satisfying feeling allows them to perform. They need to feel confident in order to accomplish their day, and they are unable to do so if they’re uncomfortable. Other brands of boxer briefs promise comfort, but they don’t convey the capacity for comfort to influence the consumers self esteem. Tommy John has the opportunity to target men like Justin and climb the benefits ladder by advertising high quality boxer briefs that don’t just give you comfort, they give you confidence. *For men like Justin, they’re most confident when they’re comfortable.

Design Persona

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Meet Javier. The single 28-year-old accountant resides in his spacious, sleek apartment on the Upper-East Side. Full of ambition, he hopes to make senior partner at Deloitte by the time he’s 35. The position will not only support his expensive taste, but will give him a sense of fulfillment. The active adult hits Equinox on Park Ave. every morning to keep his toned 6-pack. Post bench press, Javier picks up an RX Bar and a copy of GQ and heads out. After a long day of punching numbers, he unwinds at Bonnie Vees. Javier and his buddies share a few Johnny Walkers while rehashing last Sunday’s Steeler game. Javier’s closet screams high quality. His frequents Nordstrom, where he can purchase anything from a soft pair of sweats to a perfectly tailored suit. Wherever he goes, Javier tries to maintain a clean-cut, professional look. He considers everything, even his underwear. No matter what he wears, he needs to be comfortable wearing it. If Javier is comfortable, he feels he can do anything. And this feeling gives him confidence.

Creative Brief

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Objective: Increase brand awareness amongst men ages 25 – 34 by 30% in the next 6 months. Target: Mid to upper class males ages 25 – 34. At this stage in their life, these ambitious professionals value confidence more than anything. They need a strong self-esteem to sufficiently perform whether it is at work, the gym, or with friends. These men prefer high quality clothes to emulate an elevated status, but their final purchase decision is based on comfort because they’re most confident when they’re comfortable. What do they currently think (insight): Feeling comfortable gives them the courage to conquer their daily endeavors. What do we want them to think? Tommy John boxer briefs are the superhuman men’s underwear that empowers you throughout the day. Proposition: You are wearing confidence. Support: Tommy John boxer briefs have transformed men’s underwear with innovative fabric, fit, and function. The brand offers four different styles of high quality boxer briefs (Cool Cotton, Second Skin, Air, and 360 Sport) made from proprietary materials to ensure maximum comfort for any performance. One featured component is their exclusive non-pilling micro modal fabric sourced from Beechwood trees. The “No Wedgie Guarantee” is just one element of the brand that exemplifies its dedication to comfort. They call their sales associates “Comfort Concierges” and pride themselves in its ability to have a personal relationship its consumer. Tommy John isn’t creates comfort to give their customers confidence. Tonality: Fearless, Polished, Exclusive When/Where: Weekday mornings before men leave for work. They are thinking about dressing for the day. They check their email and maybe their social media when they spot online ad featured on GQ for Tommy John boxer briefs.

Ad (see attachment)

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This is a print ad that can be featured in magazines, online mags, and social media. The initial image is a polished, confident looking man around 30 years old. It is obvious (you can really tell by my drawing) he is an attorney who just won his case in court. The phrase “It’s Underneath” is next to the scene. The consumer then opens the page, clicks the image, or swipes and sees a pair of Tommy John boxer briefs. Above the underwear is the phrase “Comfort is Confidence.”

Big Idea

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This ad is a big idea because it vividly connects with the target consumer and creates a sustainable competitive advantage for Tommy John. The image of a polished, confident 25 – 34 year old completing an ambitious task immediately captures the attention of this target market. The interactive component of uncover...