Just because a shirt is untucked doesn’t mean your brand strategy should be.
In my latest #tellthetruths video, I talk about why I think UNTUCKit, the men’s clothing brand, is barking up the wrong tree by trying to extend into women.
The brand’s positioning is to thread the needle between men’s comfort (especially for men of a certain age) and the desire to avoid looking like a slob. It tells them, “you can have on a nice, crisp shirt, and here’s permission not to tuck it in so you can hide your dadbelly.”
But that framing doesn’t quite land with women. As much as we care about comfort too, the idea behind this brand just isn’t as aspirational for us.
What do you think? Would you ever buy from them? I’m especially curious what the women in my audience have to say.
