The menswear OS, Part 2

Charting growth strategy for each of the 3 menswear categories

In the first part of the Menswear OS analysis, I looked into three models (the Dream, the Trend, and the Lifestyle) pursued by menswear brands. In this follow-up, I look into the specific growth trajectories of these three models and the corresponding value architectures. Knowing the strengths and benefits of each model helps menswear brands create a coherent strategy and a considered growth investments.

The Dream growth model pursues a focused product strategy, revolving around collectibles, made-to-measure and the main collection that delivers the creative vision. Distribution is limited and the brand model is Diamond, with consistent quality but differing degrees of creativity and craftsmanship. Creative strategy is laser-focused on the product, which is the primary way to convey the brand vision. Creative product innovation is critical for protecting price and market share and for providing brand differentiation. These brands create classics of tomorrow, not the hits of today. Market growth is primarily measured in value, not volume.