STANCE: UNDERWEAR POSITIONING

lead strategist
assignment

Conduct research to position Stance’s men's underwear line. Provide Stance with an extensive body of research about their target market, their brand, and general underwear purchasing habits.

problem

Although successful at finding a niche for their unique socks, Stance lacked clear positioning for their men's underwear line. As a result, it was getting lost in the vast underwear market.

target

Men ages 30-39. They're the "young-old," or the "old-young," however you want to put it. These men value brands and staying on-trend so they don't feel that they're losing their style as they age. All that they wear contributes to their personal brand aesthetic, whether that clothing is seen or not.

These men have the financial means to purchase more expensive products and the desire to select unique, quality brands that contribute to their personal aesthetic.

"I deliberately select each of my clothing pieces so I stay authentic to my personal brand."

insight

Position Stance men's underwear as an extra expression of individualism to contribute to a personal brand. These men are already confident and established in life, so they don't necessarily gain confidence from stylish underwear—a positioning that many other underwear brands take. Furthermore, all advertising communications need to look like they're geared toward a younger demographic, because the 30-39 year-old men want to feel that they're buying a hip, trendy product. 

strategy
methodology / my role

As the lead account planner, I led a research team to develop an interview guide, conduct 52 in-depth interviews, and merge those insights with quantitative research from a national survey to develop the product positioning strategy.

I communicated the qualitative findings to the client in the form of a presentation with key takeaways and an extensive write-up that was printed in a book with the quantitative findings. In addition, I communicated the target market insights to creative teams and helped with the development of a creative brief. I also mentored the teams through their creative execution process to make sure that their work would resonate with the target market. 

paying AdLab client
creative executions

Account: Spencer Hughes, Nello Pesci, Jenny Anderson

Copywriter: Jorie Haynes, Alex Denning

Art Director: Andrew Congleton, Allora Rameson

Content Creator: Jason Murray, Hannah Campbell

Account: Spencer Hughes, Nello Pesci, Jenny Anderson

Copywriter: Jorie Haynes, Alex Denning

Art Director: Andrew Congleton, Allora Rameson

Content Creator: Jason Murray, Hannah Campbell