Direct marketing men's VANCL and MASAMASO marketing comparison

Online direct marketing brands differ from traditional ones in how they build their presence. Traditional brands often have clear touchpoints—like in-store experiences, promotions, and physical displays—that help shape consumer perception. Their brand image is more defined and emotionally engaging. In contrast, online brands rely heavily on websites and ads for awareness, and many consumers don’t even interact with customer service before purchasing. This limited engagement makes it harder for brands to stand out and connect deeply.

While online apparel brands avoid the saturated market of traditional fashion retailers, creating a "blue ocean" opportunity, this alone isn't enough. A strong brand identity and clear positioning are crucial. For example, VANCL positions itself as an internet-born lifestyle brand, offering everything from men’s and women’s wear to home goods. It aims to become a one-stop fashion hypermarket through the web. Meanwhile, MASAMASO focuses specifically on men’s fashion, but its brand communication lacks depth and consistency.

MASAMASO tries to position itself as a “men’s online wardrobe” with a European designer aesthetic. It emphasizes premium materials like Egyptian cotton and Spanish design. However, this approach may not resonate with all consumers. Many prefer traditional styles, and the idea of “fashion professional” is something almost every men’s brand claims. The problem is that MASAMASO hasn’t clearly defined what it stands for in the minds of its audience.

Brands are symbols that represent specific values or categories. When people think of Band-Aid, they think of adhesive bandages. When they think of herbal tea, they might think of Wong Lo Kat. So, what does MASAMASO represent? It has the right strategy by focusing on men’s fashion, but its execution falls short. The core of any successful brand is to own a unique word in the consumer’s mind—like Volvo for safety or BMW for driving pleasure. MASAMASO needs to find its own defining term.

Another challenge for online brands is emotional connection. MASAMASO is seen as just a name, not a brand with a story. To connect with its target audience—career-driven, tech-savvy men—it must understand their needs, pressures, and aspirations. These individuals value quality, style, and a sense of purpose. They want to feel understood, not just sold to.

If MASAMASO could boldly say, “We understand men,” and tell its audience that it’s designed for those who live passionately and pursue excellence, it would resonate more than just listing fabrics and designs. Emotional storytelling, personalization, and a human approach can create deeper connections. Through meaningful interactions and shared values, MASAMASO can become the go-to brand when men think of buying clothes online.

Interestingly, the phrase “more understanding of men” appears in MASAMASO’s official mission statement. But it’s never been used as a central slogan. I suggest turning this into a brand promise. Rebranding around this idea and launching campaigns that highlight emotional resonance could make a real difference. Only then will consumers associate MASAMASO with being “more men.”