After a turbulent few years, how do you relaunch the original pioneers of compression apparel? TYC were brought in to reposition the brand and help them get back to doing what they do best; creating the best compression products on the market, and become the market leader once more.
When you think you’ve got to start over, it’s always good to ask your fan base what they think of you first. Our research turned out to reveal a surprising insight; there was still a huge brand loyalty even though SKINS hadn’t been selling products for 18 months. Therefore we knew not to throw it all out and start from scratch. What we needed to do was show the world the eureka moment when you put on your first pair of SKINS, and get new customers onboard.
Our research across three global regions showed people generally were still unclear on what compression was but that pushing themselves against themselves was their biggest ambition.
The most significant realisation though was that it was time to stop acting cheap, looking general and talking technical jargon and to instead be the premium brand we are, curating specifically and talking relevant to real life.