In its pivot from a flash-sale site for the streetwear community to a style destination with its own namesake collection of everyday essentials, JackThreads collaborated with Sub Rosa to define and bring to life a distinct point of view on men’s style that would rally an expanding audience yet resonate with the existing one.
After seven years as an online hub for style-savvy, price-conscious guys, JackThreads was looking to relaunch, online and off. Sub Rosa’s task was to reposition the brand, craft a unique tone of voice, and develop a cross-channel go-to-market plan that would enable the brand to grow its appeal without alienating its core. Key to the challenge, and to ultimate success, was understanding how to navigate and balance delicate tensions, such as: digital and physical; new and old consumers; private label and branded merchandise. A premiere launch moment would be critical; strategic recommendations needed to translate into a brick and mortar popup retail destination in New York City that would give the new brand, and its signature line, a physical stage alongside the digital debut.
Sub Rosa quickly realized that this wasn’t simply about a business model pivot. Rather, it was about establishing a point of view that would create lasting credibility. This meant owning and celebrating the transitional moment in which the brand found itself, as its consumer was at a similar moment of change, growth, and risk-taking. And so the strategy was all about issuing a dare – both to the audience and to itself as a brand – to grow up and become more. This insight became the bedrock on which all brand strategy, design, and execution was based.
A bold, ownable, and meaningful positioning – ‘Becoming’ – became the compass that guided all subsequent creative output, including a unique tone of voice and a robust go-to-market launch plan with strategic recommendations across paid, owned and earned media. JackThreads enlisted Sub Rosa to concept, design, program, and execute its first-ever physical retail experience. Located in the heart of Soho, ‘The Spring’ was designed to be much more than simply another menswear shop. This was a place to talk, learn, share, and “man up” (in the best of ways) through a savvy mix of workshops, panel discussions, demonstrations, and immersive experiences that welcomed both those familiar with the brand and those new to it.
JackThreads entered the holiday season in 2015 with a new tagline “Style Smart” and an updated brand ethos “Today’s Man, Elevated”, both of which have informed an updated company culture that embraces the shift in their product offering and messaging. On the consumer side, a full go-to-market plan was in place plus a pop up store with two weeks of original live programming. The JackThreads pop up saw over 4,000 visitors and generated 57 million media impressions through several pieces of unique earned media squarely in the target psychographics.