Anvil Knitwear – The Right Fit
The Challenge: How can we use the annual catalog as a strong rebranding vehicle and set Anvil apart from their competitors?
The Solution: By using market research as the cornerstone of the entire effort we put our KnowWHO™ process to work and talked directly with groups of decorators who buy Anvil and competitive products each and every day. We let active silk screen and embroidery professionals tell us how they use the catalog and what features and organization would benefit their sales efforts. Our exploration led to a better understanding of what sets Anvil apart from their competitors. In the final analysis the positioning statement “Anvil. The Right Fit.” was a byproduct of customer input. The new positioning was launched with the catalog and has had a prominent place in campaigns ever since. All new photography, organization, graphics and copy led to a fresh look and feel.