Case Study: Brand Repositioning and Redevelopment

Situation

IDClothing is no stranger to brands, logos, and online stores. In fact, IDClothing previously operated nearly 15 online stores to sell personalized clothing for their clients. Due to technical and administrative challenges, only one store remained operational.

With a clear potential to drive sales and develop strategic relationships, IDClothing sought the ability to quickly create a branded online store for any athletic team without requiring technical expertise or more than a few minutes of administration.

Persuasive Brands kept us focused, brought fabulous ideas, and was extremely responsive to our company's needs.

Jeff Rappaport
Partner and Owner
IDClothing (now Team Gear, Inc.)

Solution

IDClothing engaged Persuasive Brands to develop a webmall to easily support multiple online stores -- each containing garments displaying a team's logo and colors.

Action

Persuasive Brands quickly identified a void between the company's current brand and its aspirations, and Persuasive Brands rolled up its sleeves.

After defining the target customer, Persuasive Brands developed several brand positioning statements reflecting the core company's customer -- athletic teams and sports clubs. Upon the final selection by the owners, Persuasive Brands created multiple names for the company accompanied with domain and trademark availabilities. As summarized below, a new logo, tag line, and website were created to reflect the company's core focus.

Branding Dimension	Original	Revised by Persuasive Brands®
Target Customer	Teams, Schools, or Corporations	Athletic Teams of Schools, Universities, or Clubs
Brand Positioning Statement	Based out of Northern New Jersey, we are your full service supplier of custom clothing and accessory items for your team, school, or corporate staff.	Team Gear is a premier provider of personalized sports team apparel for schools, colleges, and clubs.
Company Name	IDClothing	Team Gear, Inc.
Logo
Tag Line	The Original Clothing Company	We Make It Personal
Imagery	Static "Corporate Grey"	Rotating photos of sports teams in their respective uniforms.
Website

With the core audience, branding, and messaging redefined, Persuasive Brands turned its attention to the webmall -- creating a powerful, flexible, and easy to use solution.

Result

Within one month, the company's new brand identity was established concurrent with the launch of Team Gear's eCommerce-enabled webmall. Within days, nearly a dozen branded team stores were established to the delight of each team. And within a week, the first online purchase was recorded.