Alton Lane: Brand Position


Shopping for menswear has historically boiled down to two options: a suit off the rack that looks as cheap as it costs, or a (custom) tailored suit that looks and costs a small fortune. But new players in menswear have cried out that this is a false choice.

These new brands are reinventing where you shop for menswear online and in store. They’re also disrupting how clothes are (custom) measured and inventoried. And it seems every one of them is claiming to be the best at what they create even if they are, in fact, polyester rags.

But few if any of these brands are explaining why they are in business other than to simply disrupt a marketplace. They boast of themselves rather than empathize for their customers. They lack soul and as a result fail to build brand loyalty.

Alton Lane has followed a similar trajectory as these new players in menswear. They provide custom suiting for the price most would pay for something off the rack. They offer private appointments in showrooms that feel more like speakeasies than stores. But Alton Lane wanted to stand for more than just suiting. They wanted a brand position that was unique among competitors.

We pulled away from the materials of suiting to explore why some men suit up today even as many businesses are adopting more casual dress codes.

What we uncovered is a timeless belief: menswear is a tool for conveying our internal drive. It is a means to pursue our best selves.

And this lead us to a position that is unique in the market. Alton Lane fits the man in pursuit of his best self.

Brand Manifesto



This position has been adopted across every customer touchpoint. From lead-generating ad units (display, paid social, search, and direct mail) to the site experience to the showroom experience, customers are now recognizing that Alton Lane is a brand focused on the end result of fine menswear.

Message Hierarchy


Brand Experience



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