M.J. Bale: The random coincidence that inspired an innovation platform
Paul BradburyWhybin\TBWA
The background and brief
M.J. Bale is an independently owned Australian men's fashion label that launched in 2011.
M.J. Bale picked a tough time to launch a new retail concept, given the triple threat of a slowing Australian economy, low consumer confidence and a shift to offshore online shopping given the peaking Australian dollar.
'These are the toughest retail trading conditions in over twenty years'
Bernie Brooks CEO, Myer
The brand was entering a crowded, undifferentiated and often-discounted men's suiting category, dominated by established European and Australian...