DressMonkey
About the Client
Launched in 2007 by entrepreneurs Coley Dale and Jeff Horowitz, DressMonkey sells made-to-order luxury men’s clothing directly through its website. Consumers choose from a variety of fabrics, styles and cuts. By cutting out the hype, DressMonkey offers high quality and individual style for prices that are significantly lower than what is available off the rack.
Objectives
DressMonkey aims to address the growing demand for customization and personalization in men’s apparel. Unlike other custom clothing businesses, DressMonkey’s target market is the young, stylish professional who wants something that doesn’t cost a fortune yet says “I’m different”—even if he is stuck working in a cubicle all day long.
DressMonkey received positive customer feedback in its initial months of operation and saw referrals and repeat orders grow in volume. As a result, co-founders Dale and Horowitz planned to expand their product line. At the same time, although the company’s growth through positive word of mouth was encouraging, DressMonkey lacked the financial and staff resources to do nationwide guerilla marketing. Consequently, they hired Galvin Communications to leverage their marketing funds to attract greater website traffic and convert a higher percentage of website visitors into buyers.
Results
Taking into account DressMonkey’s target market (young, urban male professionals), and the company’s irreverent and fun sense of humor, Galvin Communications’ first priority was to reach out to the blogosphere. We identified the top 50 influential bloggers in the realm of men’s fashion and personally invited each to learn more about DressMonkey. As a result, DressMonkey received dozens of favorable write-ups and saw search engine rankings, website traffic and product orders increase.
Galvin Communications is currently in phase two of its work with DressMonkey, in which we are targeting the traditional fashion and print press. In addition, we are focused on DressMonkey’s unique business model to communicate with the entrepreneurial press, which is interested in their personal story of success (both Dale and Horowitz were recent college graduates in their mid-20s when they decided to leave their corporate jobs and use their entrepreneurial ingenuity to start their company in Shanghai, China).