Yacoubian Tailors
measuring up.
Yacoubians has been Chattanooga's premier destination for personally tailored clothing since 1969. For many years John Yacoubian, a master tailor, was the brand — a loyal clientele and an exclusive reputation for fine clothing. But the market was changing.
In late 2013 they added ready-to-wear from the world's top designers and moved to a new location. With online competition growing and a young audience to attract, the messaging had to sustain the tailoring reputation while raising the hip factor — not trade one for the other.
An icon, a new logo, and a new brand palette, combined with well-crafted design and language:
- a brand icon that carries the craft without the cliché
- a new logo and brand colors for a two-audience store
- messaging that keeps “premier destination for exceptionally tailored clothing” intact
- design and copy built for men's and women's ready-to-wear alongside custom
- materials for the new location
- a store presence aimed at a younger shopper
All of a sudden, Yacoubians was the cool place to shop for sophisticated men's and women's clothing.
Logo
Advertising
Photography
Strategy
Copywriting
Apparel
Custom Tailoring
A 50-year tailoring reputation that now reads as current — the same craft, said in a way a 30-year-old buys.
the year the shop opened on personal tailoring alone
ready-to-wear added, and a new location
audiences to hold at once: loyal clientele and new shoppers
“An icon, a new logo, and brand colors combined with some well-crafted design and language were the answer.”