Statewear. The no-brand brand that you know, that you don’t know. Statewear is for the masses, and we don’t consider or drive Statewear as a brand as such. This is products. And it’s value for money products.
Statewear is volume and products for the impulsive end consumer, who isn’t necessarily shopping for headwear or related accessories – but is met by a good offer at the exact right price at the right time in the retail space, and just grab one, because it looks cool and is available.
Value for money and a good price is at the forefront of the point-of-sale communication. The collection has a name, Statewear, and thus becomes a “brand” – but in this case, there is no deeper brandstory, other than what the individual consumers own interpretation of the product in hand – if any.