Direct marketing men's VANCL and MASAMASO marketing comparison

Unlike traditional brands that build recognition through in-store experiences, events, and promotions, online brands often rely heavily on their websites and ads for visibility. The limited touchpoints make it harder for consumers to form a strong emotional bond with the brand. While online shopping offers convenience, it also reduces the opportunity for personal interaction, which can weaken brand loyalty.

Online apparel brands have carved out a unique space by avoiding the saturated market of traditional fashion retailers. This has allowed them to create a "blue ocean" strategy, focusing on digital channels and direct customer engagement. However, this alone isn’t enough. A clear and consistent brand positioning is essential to stand out in a crowded marketplace.

VANCL positions itself as an internet-driven lifestyle brand, offering everything from men’s and women’s wear to home goods. Its goal is to become a one-stop fashion e-marketplace. On the other hand, MASAMASO focuses specifically on men’s fashion, aiming to be a professional and stylish choice. While its product quality is high, it hasn’t fully established a strong brand identity or emotional connection with its audience.

MASAMASO tries to position itself as the “online wardrobe for men,” emphasizing European design and premium materials like Egyptian cotton. But this approach may not resonate with all consumers. Many prefer traditional or cultural styles, and the emphasis on fabric and design details doesn’t always translate into a compelling reason to choose the brand over others.

Brands are more than just products—they’re symbols that represent a category in the consumer's mind. When someone thinks of Band-Aid, they think of Bondi. For herbal tea, it’s Wong Lo Kat. For liquid soap, it’s Dove or Safeguard. So what does MASAMASO stand for? It needs to carve out a unique space in the minds of its target audience—men who value style, comfort, and authenticity.

While MASAMASO’s focus on men’s fashion is strategic, its execution lacks emotional depth. It needs to connect with its audience on a deeper level. The modern working man—whether he’s in his 30s or 40s—is driven, career-oriented, and values both quality and self-expression. He also deals with stress and seeks meaningful connections.

If MASAMASO could communicate that it truly understands these men—acknowledging their struggles, celebrating their achievements, and offering support—it could build a stronger emotional bond. Instead of just showcasing fabrics and designs, it should tell a story that resonates with real people. A message like “We understand men” could be powerful, especially when delivered through personalized, human-centric marketing.

Many users who visit MASAMASO’s site may already recognize the phrase “more understanding of men” in its mission statement. But it hasn’t been fully embraced as a core brand message. I suggest that MASAMASO turns this idea into a central slogan, redefines its communication strategy around it, and launches a campaign that connects emotionally with its audience. Only then can it truly become the go-to brand for men who want to feel understood and valued.