A-Cold-Wall*, under the guidance of Samuel Ross, has undertaken a strategic repositioning, deeply analyzing its consumer base and product performance to navigate the current market landscape. This A Cold Wall Brand Guide dives into the brand’s approach. Ross’s research included a thorough examination of wholesale data and social media trends to identify key areas of consumer interest and inform strategic decisions that would sustain the brand during uncertain times.
The brand has strategically focused on three core categories that will be the benchmarks of its 2020 business: technical outerwear, artisan jersey, and minimalist footwear. These categories have consistently resonated with consumers and represent a significant portion of A-Cold-Wall’s appeal.
Identifying the Unique Selling Proposition
A-Cold-Wall recognized that its core categories have always been a central point of interest. The current market climate has only intensified that focus. While tailoring remains a part of A-Cold-Wall‘s future, the offering will be streamlined and more concentrated. This shift towards a streetwear-focused aesthetic was implemented swiftly, thanks to the brand’s efficient and agile operational structure.
This approach allows for quick decision-making and adaptation to changing market demands. “Covid-19 is giving us the opportunity to become a specialist in specific categories and product types,” Ross stated. “Maybe that wasn’t so much the macro goal before [the virus] hit, but now it’s something that I’ve become quite obsessed with — this idea of specialization.”
Capitalizing on Current Market Trends
The popularity of A-Cold-Wall artisan jersey provided a valuable opportunity. “We’re having a loungewear apex at the moment and the origins of A-Cold-Wall are quite synonymous with that,” Ross explained, “so being able to push into this luxurious jersey and softer woven textiles made sense.” In response, A-Cold-Wall* launched an online-exclusive artisan jersey capsule collection named Erosion Jersey in late April.
This launch, unplanned before the pandemic, demonstrated A-Cold-Wall*’s ability to react swiftly to consumer needs. The brand consistently develops exclusive, limited-edition products outside of the traditional seasonal model, allowing them to quickly adapt and “speak to people’s needs”. The collection was well-received by the market and fans of the brand.
A-Cold-Wall: A Model for Brand Resilience
A-Cold-Wall‘s strategic shift towards specialization and consumer-focused product development demonstrates a resilient and adaptable approach to brand management. By concentrating on core categories, capitalizing on market trends, and maintaining an agile operational structure, A-Cold-Wall is well-positioned to navigate the evolving market landscape. This A Cold Wall brand guide is a testament to their commitment to serving their consumer base.
