The identity is strong, the strategy is simple. Make sturdy, classic garments and get them to the people that actively search for them. Engineered Garments is a niche brand, for a certain group of people that have a strong interest in fashion, but also don't want to necessarily have that be their total identity. It's for a man that wants to look dapper, but not over the top. That is why turning to classic American garments made so much sense. Not only were the high production standards there, but they were also made at a time when a casual outfit for a man would be considered dressy by today's standards. That I think is the fundamental identity of EG, trying to bring back a time when looking good was effortless and expected. Unfortunately only a hand full of men are hopping on that band wagon, but if their along for the ride, they probably have some sort of shopping expertise. This means that EG needs to do very little marketing. As long as they produce beautiful pieces and put together a nice lookbook, the people will not only sniff their favorite looks out, but they will eagerly anticipate the week that the next season drops.
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