Alto Clothing appointed Neoco following a three-way pitch. It has briefed the agency to create a digital campaign to drive awareness of its online shopping site, which is scheduled to go live in August.
Neoco is currently working on Alto's logo and branding, as well as its e-commerce site. The agency has also been given the task of producing an online campaign using a combination of viral, guerrilla and traditional internet marketing. The work will attempt to use humour, as well as empathising with the issues facing tall men.
Alto Clothing was founded by former London Towers basketball player Justin Edison, who reckons that it will be able to position itself alongside edgier fashion brands such as Diesel, rather than more conventional retailers for tall men.
"We needed an agency that could give an entirely fresh perspective to this usually quite staid market sector," Edison said.
Other clothing retailers for tall men include Banks Big & Tall Menswear and High & Mighty. The sector is worth an estimated 拢1.7bn in Europe and North America.
Neoco has worked for clients including Puma, Eurostar and Sony PlayStation.
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