As a brand that relishes its position outside of the norm, Dress2Kill’s approach to tailoring has always set it apart. But with recession hitting, the brand wasn’t expressing the superiority of the product to customers. Aspects of the brand identity were preventing the business from growing. To take Dress2Kill to the next level, the true heart of the brand needed to be expressed. From the shop front to the website, merchandise and packaging, everything was refocused to showcase the premium nature of the tailor’s craft. Dress2Kill became more than just the final creation, offering an experience to match the luxurious product. Results have seen the average suit price increase by 55%, with a doubling in profit between 2012 and 2013. The premium brand has enabled exposure to high value customers and turnover has increased from £2m to £3m, while the e-commerce site has enjoyed organic growth of around 114.3% from £7,000 to £15,000 per month.