U-right

This is an ad by a clothing brand called U-right. The ad itself is not worth talking about but the mix & match concept is quite interesting : for a fixed price, you can pick your own combination of jeans, jacket and knitwear. I'm not sure it's just a promotion or it's the "business model" of the brand. If it is the latter, I can see the potential of building a strong brand. Why ? Just because it's different. Brands come and go and it's always difficult to differentiate from competitions. Some brands take the route of product innovation and some use image and personality. Some brands simply fail to differentiate themselves, hoping that their huge ad spend can help cut through the clutter... Business model is in fact a strong point of differentiation to build a brand.

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