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Archival
Clothing
Creative
Brief
 Objective:

 To
create
brand
awareness
for
our
target

 Target:

 Demographic:

 Male
25‐40
 
 Psychographic:

 A
single
male
living
in
an
urban
setting
in
his
own
modernly
decorated
apartment
 that
has
a
few
key
vintage
pieces,
with
a
steady
well
paying
job.
He
is
up
to
date
on
 trends
and
enjoys
being
known
in
the
office
for
his
own
personal
style.
He
is
on
the
 go
for
most
of
the
day
and
is
prepared
for
various
activities
and
interactions
that
he
 may
encounter
in
his
schedule.
After
work
he
wants
to
be
able
to
go
to
any
bar
for
 happy
hour
and
be
noticed
but
not
to
be
a
spectacle.

 
 Current
Thought:

 Archival
Clothing
is
American‐manufactured

 
 Desired
Thought:

 Archival
Clothing
is
authentic
style

 
 Rationale:

 Our
target
is
ready
to
spend
money
on
pieces
of
his
wardrobe
that
will
outlast
what
 he
may
have
had
in
college.
He
is
use
to
being
noticed
for
his
style
and
doesn’t
 hesitate
to
tell
you
the
story
behind
each
special
piece
that
he
has
invested
in.

 
 Single
Most
Important
Thought:

 Archival
Clothing
is
style
with
a
story



Archival Brief  

Archival Clothing Creative Brief

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