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Since its inception in 2009, Percival Menswear has been ‘Subverting the Classics’. This British menswear brand gained popularity by combining a quintessentially British sense of understated style and rare, internationally-sourced fabrics and materials to produce unique, fresh, and varied collections. Their eye-catching attire has been worn by celebrities such as Dwayne Johnson, Chris Evans, and Rhys James.
Percival was establishing itself as a staple in British menswear by selling direct-to-customer (DTC) through ecommerce and their physical store.
But Percival had very ambitious goals and high-growth revenue targets. In order to meet their goals, Percival needed to supercharge their sales.
Project summary
Entropy’s consultancy team with both client-side and agency experience reviewed Percival’s marketing and ecommerce strategy and developed a new strategic roadmap with recommendations in the short, medium, and long term to meet Percival’s ambitious goals.
Project details
Using the framework for Entropy’s consultancy projects, Entropy interviewed various teams at Percival (e.g., Finance, Commercial, Product, Ecommerce, Marketing), reviewed their P&L, and examined their sales and marketing performance to understand their business.
Entropy built on the existing foundation at Percival and developed a bespoke prioritised strategic roadmap that was actionable and laddered up to Percival’s vision and goals. The strategic roadmap focused on growing demand and optimising the user experience and customer lifetime value (LTV) through:
Included in the strategy was also an overall P&L proposition and business benefits against the recommended optimisations and new initiatives to show how these changes could contribute to Percival’s revenue targets.
Other projects with Percival
Entropy also helped Percival get a better understanding of how to optimise their marketing spend through Entropy’s Marketing Mix Modelling (MMM) solution.
Hear Percival explain how Entropy has helped accelerate their growth:
1 St Katherine’s Way
London
E1W 1UN
40 King Street West
Toronto, Ontario
M5H 3Y2
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