DressCode

DressCode designs beautifully tailored shirts,

with unique designs that reflect our digital, eco-

aware and high-tech world.

These have been further enhanced by the

introduction of the CashCuff®, the World’s First

Contactless payment capability that is

discretely fitted in the shirt cuff.

DressCode is a young company whose designs

are inspired by tech, using motifs such as

pixels, screen glitches, cursors and binary,

creating shirts of world class quality.

This love of tech had the team itching to create

a ‘smart’ shirt.

This is chic geek, this is your DressCode.

About DressCode

Introducing EntSight

EntSight is a global Audience

Intelligence Consultancy.

Over the past three years, we’ve

worked with global brands such as

BMW Group, Tommy Hilfiger,

Bulgari, IWC Schaffhausen and

Base London.

Our services enable our clients to

understand the preferences and

behaviours of specific audiences,

enabling them to make informed

decisions about their audience

focused campaigns and strategies.

The Challenge

DressCode – a new clothing brand creating tailored shirts inspired by technology & digital culture –

needed more information on its target customers. The company had identified four distinct audience

groups, but wanted to understand their behaviours & preferences, and get some ideas on how to

reach them in order to kick off its marketing strategy.

EntSight mapped these audiences from a large sample of European consumer data. Here, we built

four audience segments, each made up of at least 2,000 consumers who work in tech-related fields

and have an active interest in the topic.

With our sample groups in place, we combed through the data to see how these consumers navigate

the customer journey and what their top priorities are when making a purchase, indexing against the

European average for comparison.

EntSight based the segmentation on the

following audience definitions:

Young Tech Professionals: Twenty-

something males working in the

technology sector, in an entry to mid-level

role

Older Tech Professionals: Male tech

employees aged 30-50. More established

in their careers, they now command

higher salaries

Corporate: Male tech workers aged 40+.

At senior management level, they are in

the top earnings tier

Women Tech Professionals: Women in

tech aged 30+, in mid-weight to senior

roles

The target audiences

The Outcome

Delivering rich insights and a set

of actionable recommendations.

These included tactical

optimisations alongside longer-

term strategic actions – e.g. how

to introduce a line of

womenswear, a new market for

DressCode.

Targeting tech-savvy consumers isn’t

easy. The top ask among DressCode’s

target customers when it came to

brands was to provide innovative new

products.

EntSight identified that wearable tech

was one avenue DressCode could

pursue: all audiences over-indexed for

smartwatch ownership compared to the

European average.

Key Action: Product innovation

*Smartwatch ownership (% of audience) by DressCode audience segment

Solution: The CashCuff

Inspired by these insights, DressCode

rolled out its most exciting launch to

date: the CashCuff.

A simple solution for everyday

purchases, the CashCuff allows

contactless payment directly from a

DressCode shirt. No wallet, no phone,

no problem.

This also addressed the desire among

some audience segments to stand out

from the crowd.

Customer advocacy

doesn’t come cheap.

Around half of all

audiences – and women

tech professionals in

particular – like to

receive discounts or

free gifts before

promoting a brand

online.

Key Action: Building customer advocacy

*Percentage who would promote a brand online if they received rewards, such as discounts and free gifts

Our data confirmed that DressCode

was on the right track when it came to

incentivising advocacy. The brand

already includes a free pocket square

with each shirt.

Pocket squares also appeal to the

sartorially sophisticated gentleman,

elevating a shirt and jacket combo,

and ensuring that customers have the

best experience wearing their

DressCode shirt.

Solution: a free pocket square with every order

Key Action: Improving UX

DressCode’s target customers value

trustworthy retailers and are more likely

to make a purchase when there’s a

transparent returns policy, in case an

item doesn’t fit.

This was a big priority for women tech

professionals and the older male audience

groups, who were less risk-adverse.

Another key consideration for DressCode

was providing further payment options:

EntSight research suggested that an

average 81% of DressCode’s audiences

use PayPal to make a purchase.

*Percentage likely to make a purchase if a brand offers an easy returns policy

With transparency in mind,

DressCode highlighted its free

shipping & returns policy on

ecommerce channels.

In response to EntSight’s

recommendations, the brand

added PayPal as a new payment

method, facilitating the smooth

customer experience its target

audiences demand.

Solution: A visible shipping & returns policy

*Percentage willing to pay more for sustainable products

Key Action: Selling sustainably

The environmental impact of

fashion is a growing concern

among consumers.

DressCode’s target

audiences were no

exception: all but one

segment – the Young Tech

Professionals – over-

indexed significantly for

interest in shopping

sustainably.

This was a chance to prove

how DressCode shirts can be

friends for life (or at least,

several years), not just a

season.

Social content demonstrating

the wearability of the shirts –

including fun, experimental

stress tests – were a good

starting point.

Solution: Social content demonstrating DressCode’s sustainable credentials

Contact

info@EntSight.com

@TheEntSight

www.entsight.com