Talking about the Business Model of MASAMASO

Emerging New Marketing Strategies

When it comes to online direct-to-consumer apparel brands, anyone familiar with online shopping should be able to rattle off a few names: PPG, VANCL, MASAMASO... If pressed further about their emotional impressions of these brands, many might struggle to articulate much beyond a vague sense of similarity. Often, the general perception is that they all cater primarily to men's fashion. This lack of distinct branding can make it challenging for consumers to connect emotionally or differentiate between them.

Unlike traditional brands, which have physical presence and a clearer brand image, online brands rely heavily on digital channels. The entire consumer experience—product knowledge, brand awareness—is built through websites and advertisements. Without the tactile connection or face-to-face interaction, it becomes harder for consumers to form strong attachments to these brands. Online apparel brands have carved out a niche by avoiding direct competition with traditional brands, but this isn’t enough to sustain long-term success. These brands need to focus on defining their positioning clearly.

Take MASAMASO, for example. They aim to position themselves as the "Men's Online Wardrobe" and target men deeply engaged with the internet. However, their approach to brand communication has been somewhat misguided. By focusing narrowly on specific elements like fabric quality (Egyptian long-staple cotton), designer collaborations (Spanish designers), and luxury parallels, they miss the bigger picture. While these details might reassure consumers about quality and taste, they don't answer the critical question: Why should I choose MASAMASO?

A tactical misstep lies in failing to craft a compelling brand narrative. Every marketing initiative should revolve around reinforcing a single, memorable message—a "vocabulary" in the consumer's mind. Just as Volvo owns "safety" and BMW claims "driving pleasure," MASAMASO needs its own unique proposition. Instead of endlessly promoting fabrics and designs, they could boldly proclaim, "We understand men better." This statement positions them as the go-to brand for driven, stylish men who value both quality and self-expression. Emotional storytelling and personalized marketing strategies can foster deeper connections with target audiences, making their message far more persuasive than technical jargon alone.

An online direct-to-consumer brand has ample opportunities to engage with its audience authentically. Whether it’s through workplace camaraderie (male and female colleagues alike) or sharing the brand’s ethos, MASAMASO could build stronger relationships with its customers. Imagine a moment when someone clicks to buy a shirt or T-shirt online, and instantly thinks of MASAMASO as the brand that truly understands men. That's when MASAMASO would have succeeded in owning the space of being "the brand that understands men"—a title that resonates deeply with its audience.

One final note: the phrase "more understanding of men" isn't just my suggestion—it’s already part of MASAMASO's mission statement in their "About Us" section. Yet, they haven’t fully capitalized on this idea. I recommend elevating this mission to a brand slogan and centralizing it in all communications. Redefine their brand strategy around this concept and launch extensive marketing campaigns to reinforce it. Reliance on sheer advertising won’t suffice. Only by embedding this emotional appeal in consumers' minds can MASAMASO win this battle for relevance and loyalty.