Founded by brothers Noah and Sam Hickey, Asuwere was created to solve their own fashion needs. An experienced designer, Sam has spent many years working for fashion brands both here and in the UK. Their first garment, a linen shirt, sold out and in their customer research they learned that guys don’t like shopping but do like having a perfect capsule wardrobe. Thus the unique subscription service was born.
A key marketing tool for Asuwere is building a strong community. They connect with customers across a lot of channels - website chat, email, Instagram, Facebook and have recently launched a monthly Clubroom initiative for members where they aim to create experiences and events to get to know them better and add more value to their lives. Each of these relate to their brand pillars: Well Dressed, Well Informed, Well Connected and Wellbeing.
The Clubroom also exists digitally and they have a members-only Discord channel that hosts curated content, member exclusives, sneak peeks and updates on products. It's been a real success in a short time, where members can learn more about each other too. However they still wanted to increase their brand awareness and reach to find new customers to acquire.
As a relatively new brand, getting exposure to a broader audience is a great opportunity. The billboards allowed them to communicate Asuwere’s key selling points in a bold and eye-catching way. Working with the ethos that people’s attention is limited and that you need to get in front of them multiple times and in multiple places they were keen to try DOOH.
LUMO’s digital screens are not only striking but effective, it really helps elevate the brand and this was realised not only in new customers but also feedback on their campaigns.
Asuwere strategically chose sites near retail precincts particularly around their new Commercial Bay store to raise awareness and visibility. Core customers include business leaders who work around the CBD and these sites were effective at raising brand awareness within this target market.