The other day when I walked by the Broadway-Cityhall Skytrain station, I saw this poster ad by Kit n Ace. For many people living in Vancouver and familiar with its business landscape, Kit n Ace has always been considered “the brother/sister” of Lululemon. Founded by the same person, both playing in the high-end premium clothing retail industry, having very similar corporate culture… just to name a few things why people get confused.
While Lululemon’s name is strongly associated with yoga, Kit n Ace is still struggling to find its acceptance and identity among consumers (except for being Lululemon’s sibling). “Technical cashmere” is still very much a foreign concept to many. It would not be surprising how many people have wandered into a Kit n Ace store and asking for yoga pants.
While this poster could address a key challenge in the brand’s identity, one could not help wondering if it was the most effective way to do so. Unlike the 7Up – The Uncola concept, “Not for yoga” can be too many things, thus addressing the awareness problem this way could leave many confused: so what are you?
Yes Kit n Ace, what are you?
