Cavaliere

This was a school assignment in the second year, and is, therefore, a somewhat scaled-down version. Cavaliere must take its brand to a new position in the mind of a new target audience. A younger one. And it's fast, they only have three or four years before it's too late. A younger audience must discover them, want them, and want others to see them.

After all, Cavaliere has everything and nothing to blame in the collections - but everything about the brand experience needs to be remade to prove to a new target group that they deserve them.

ABOUT

Cavaliere is a family-owned company and it all started in the textile city, Borås, in 1973. The idea has always been to offer high-quality suits at a reasonable price, for everyone. The strengths are a wide range of sizes, with different models for different body types. Their target audience is dying out.

It is older people who know them and they have not succeeded in renewing themselves. We are consuming more and more fashion and quality is only becoming more important. New brands pop up every month. Cavalier does a lot of right, but for some reason, they are still standing and stomping among the 60+ age group.

COMPETITORS/OLD CAVALIERE

Here we can see how Cavaliere has looked historically, and their current competitors. Cavaliere is not cheap or expensive, nor are they very trendy but very classic. Stylish and timeless garments. Cavaliere has problems reaching people who are under 60, then you also have to show people who are young. A 60-year-old wants to look like 30 in many cases, but a 30-year-old rarely wants to look like 60.

NEW CAVALIERE

A suit has long been a garment of power - a proper dress code. We want to bring the costume and the classic garments into everyday life. Per se, we don't want to change anything in Cavaliere's manufacturing and production, but just do a new take on how they style, and how the suits should be worn and put them in new and modern contexts.

Cavaliere wrestles with fashion giants such as Tom Ford, J. Lindeberg, Acne, Hope, Eytys, and more. But here with the right price for products and the right fashion, there is a big hole in the market to fill. Here, Cavaliere finally has the chance to reach the young, make an impression, create trends, etc. Here is the chance to become one of the great giants.

USP, ESP AND VSP

USP (Unique Selling Point)

• Genuine, traditional and sustainable craftsmanship

ESP (Emotional Selling Point)

• Fits all (unisex, sizes, inclusive etc)

VSP (Visionary Selling Point)

• For the out-of-the-box person, suits don't just have to be used by the traditional businessman or businesswoman.

BRAND PROMISE

Bold. For humans.

VISION

Suits from the classic menswear into the modern future for every day, in all situations and times. For the future generation that no longer is rooted in the traditional norms. Too let timeless classical pieces be used in a new manner for the "don't settle for less"-people.

MISSION

To maintain classic craftsmanship and strive for new solutions.

CORE VALUES

Genuine - Genuine and durable craftsmanship.
Diversity - Fits all.
Cutting Edge - For the person who looks outside the box, suits don't just have to be used by the traditional businessman or businesswoman.

TARGET GROUP

Young. Hip. Modern. Larger cities. "New Age". Art-oriented. Fashionable. Circular fashion. Vintage style. See moodboard below.

AMBASSADOR PROGRAM

Carefully selecting suitable ambassadors for Cavaliere's new start. Choose people who have great influence - on the right target group. Suggested POC and other people where we promote diversity, body activism, etc.

Examples of the selected ambassadors are the well-known fashion photographer and stylist Rami Hanna, the fashion editor Mikaela Hållén with a background as a stylist and Nadia Kandil stylist, well-known podcaster in the Det Skaver podcast and creative consultant.

LAUNCH EVENT

A launch event is set up in an extraordinary pop-up venue where visitors can come and bring their own costume and have it modified according to Cavaliere's new style. In connection with this, some of Cavalier's products will be displayed and the "lookbook" will be available, but the event is mainly for brand awareness.