MJ Bale: Grazed on greatness

This case study describes how Australian men's fashion designers MJ Bale created awareness and sales amidst the established tailors market by emphasising the provenance and quality of its materials.

MJ Bale: Grazed on greatness

Whybin\TBWA Group Sydney

What were the objectives for the creative work?

Context for setting campaign objectives:

M.J. Bale is a small independently owned Australian men's fashion label that launched in Sydney in early 2010. With no initial budget to spend on marketing it relied solely on its in-store presence (i.e. one owned store plus distribution in two David Jones stores (David Jones is Australia's premier department store; think Harvey Nichols in the UK or Barneys in the US).

M.J. Bale initial launch approach was a value-for-money offer of two suits for a $1,000. This set...

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