A seamless connection between brand and voice.Retail
From a wandering identity to an illuminating craft woven into the fabric of the company. The expertise of the Belgian fashion brand Xandres has been transferred by word of mouth since their start in 1927, when they were still called ‘Andries & Co’. As a result, their story has evolved over many years and is linked to a few essential individuals. But how do you ensure that the brand’s essence and character are also correctly conveyed everywhere and by everyone? Well, by diving deep into the brand and by capturing their DNA in a brand book and guidelines. This strategic plunge also ensured a more future-proof and distinctive positioning compared to their competitors.
You are never going to feel good in a garment that doesn’t sit right. That’s why we invested enough time in figuring out the strategic side of Xandres’ tone of voice. It was no picnic to make the story stand out from the competition as clearly and uniquely as possible. Yet, we can state with pride that their new voice proclaims their understated class and rich history as never before.
“Wherever you are or whatever occasion may present itself, you will feel entirely in sync. You are an elegant presence that perfectly suits every moment. Fuelling your personality and supporting your lifestyle with fits that unfold your timeless class.”
Throughout several decades, the brand has known a couple of influential individuals who acted as an embodiment of guidelines. In recent years, that person was Isabelle Santens. It was therefore only natural to talk to her and the team involved to encapsulate and write out their iconic signature in the best possible way. Thankfully, our interviews and workshops took us far into the Xandres pattern.
Inspiring, ambitious, creative and passionate. These four key values resonate throughout the company and define the visual and written character. When we outlined their voice, we emphasised and advised a playful wink and a prominent focus on their more than exceptional service. With an innovative outlook on fashion and communication, both heritage and a forward-looking character are portrayed.
We have pinpointed two types of women who each represent an important target group of Xandres.
During our partnership, we were able to pinpoint which brand elements needed a little update. Therefore, we deviated somewhat from the original request and added another layer of essential brand elements. This included a tagline, a visual update and a strategic and creative look at their size-inclusive approach. All of which were designed with the different target audiences in mind, because connection is key. Like the buttons on a blouse, we want our designs and communication to tighten bonds with the public.
“We know that our made-to-measure approach goes beyond a broad size range; it is a philosophy that is anchored in our company. Our inclusive outlook on fashion guarantees that no one is ever limited by a lack of choice. That is why we provide a tailored and enjoyable shopping experience for everyone, regardless of their size”
The concept of strong women sits at the top of the drawer. So as a recognised and well-loved women’s fashion brand, we just couldn’t label what they do as ‘craftsmanship’. Therefore, we tweaked the term and created a more empowering word: craftswomanship.
“In a world of impersonal fast fashion, women are looking for a beacon of trust and reliability.”
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