Sometimes, all that’s missing to bring a concept to life is a very smart woman with a goal to make people feel good about themselves.
Aimee Deziel, the brains behind menswear label House of Halls, identified a problem with men’s fashion options and figured out a way to solve it; which we all know is how successful businesses are created.
The problem was simple, most brands aren’t manufacturing men’s clothing beyond a size 38, so if you don’t fit the mold you are left with little to choose from.
By specifically focusing on one of the many segments in the fashion industry, House of Halls is able to make their mark by showing consumers that this under-served community (men of stature) should not be forgotten.
Also, because this target market is usually disregarded, Aimee realized that the potential was huge. The most essential part was keeping in mind that they had to design pieces that were, “as much about style and fit as it is about comfort.”
She wants to help prove that the importance of focusing on a niche in order to build a successful business. She told us,
Focusing on a niche makes identifying the needs of your audience so much simpler.
Editor’s Note: YES, exactly!
Like every designer, Aimee admits to having ups and downs when it comes to building her business. She told us that one of the toughest aspects of House of Halls is convincing larger retailers that men of stature still care about style and the way they dress.
Because this target market is usually overlooked, the fashions are further behind then say womenswear. So when designing and marketing, Aimee must keep in mind that her customers still care a lot about the comfort of their denim, not just style.
The brand’s mission, “Today we make premium denim. Tomorrow, we’ll be the brand that dresses men of stature, comfortably and stylishly, from head to toe,” proves that they are always looking to find new ways to make their niche customer feel more confident on a much more unique and individualized level.
House of Hall’s future goals are to introduce different denim styles and in the long run, they hope to design more than just denim for their consumers.
Ultimately it’s simple, Aimee may not be solving math problems, but she sure is solving a problem that needs some good old tender love and flare.