Talking about the Business Model of MASAMASO

Emerging trends in new marketing

When it comes to online direct-to-consumer apparel brands, users accustomed to shopping online can easily mention a few names: PPG, VANCL, MASAMASO... If asked to describe their feelings about these brands, many might struggle to articulate much beyond a vague impression. They're mostly known for selling Men's Clothing. The overall perception remains unclear.

Compared to brands built through traditional channels, online-born brands differ significantly. Traditional brands often have a tangible presence, offering consumers a clearer brand image through physical stores and interactions. For online brands, however, all initial impressions are formed through websites and advertisements. With fewer touchpoints, building brand awareness becomes challenging. Online shopping allows consumers to complete purchases without ever engaging directly with customer service, limiting opportunities to connect emotionally with the brand.

MASAMASO, aiming to become "The Men's Online Wardrobe," focuses on male audiences connected to the internet. Yet, in their brand communication, they seem to miss the mark. Their messaging revolves heavily around specific details like fabric quality—Egyptian long-staple cotton—and design elements inspired by Spanish designers. While these attributes might assure quality, they don't answer the critical question: Why should I choose MASAMASO? The fabric might be excellent, but how do I know it suits my style? Not everyone appreciates European design—it’s just as valid to prefer something more local or traditional.

In terms of strategy, MASAMASO seems misguided. A brand's marketing efforts should always center around its core positioning, creating a memorable concept in consumers' minds. Volvo owns "safety," while BMW is synonymous with "driving pleasure." Similarly, MASAMASO needs to define its unique space. Instead of endlessly promoting fabrics and craftsmanship, they could focus on an emotional narrative. For instance, if they boldly declared, "We understand men better," and positioned themselves as a brand catering to driven individuals passionate about taste, they could resonate more deeply with their audience. By connecting with their target market through shared values and emotions, they could create a stronger emotional bond than repetitive technical jargon. With so many opportunities to engage male colleagues—or even women interested in understanding men—they could craft a compelling story around their brand spirit. One day, when a consumer clicks to buy a shirt or T-shirt online, their mind should instantly recall MASAMASO as the brand that truly understands men. Only then would MASAMASO fully own the phrase "understands men" and solidify its position as the go-to online men's clothing brand.

One final note: "Understanding men" isn’t just my suggestion—it’s actually part of MASAMASO’s stated mission in their "About Us" section. Yet, they’ve never fully embraced this as their brand promise. I urge MASAMASO to adopt this mission as their slogan and brand essence. Rebranding and refocusing their entire communication strategy around this idea would set them apart. Large-scale marketing campaigns emphasizing their unique value proposition would ensure this message resonates. Without such a shift, relying solely on advertising won’t suffice. Deeply embedding "understanding men" into consumers' hearts is essential for MASAMASO to win this battle.