OK, your guy is so brand loyal that he appears to wear a uniform. He shows up to everything wearing basically the same clothing, and he looks so “the same” as yesterday that you can’t even be sure he changed his clothes today. What can you do to build a few different fashion looks into his brand loyal wardrobe?
The brand loyal guy, at core, loves simplicity, and his tendency to select clothing which echoes sameness makes his life easy. Any action that you take to expand “the look” that he carries with him daily must consider simplicity and ease, or the clothing you select will never be worn. Here is an approach to take:
Let him define his formula: Let him tell you what he looks for in each piece of clothing. Have him define it by size, color, fit, comfort, durability, price, and any other characteristic that is important to him. The guy who only wears stonewashed Levi 505’s may actually have reasons for his selection. You will get statements like “I don’t want my chainsaw to rip through my jeans right off the bat”, “I don’t want denim that’s so stiff that it wears the hair right off my legs”. Define pants, shorts, shirts, socks, shoes, and outerwear in this way. It’s not what he wears, but why he wears it.
Use his favorite brand’s website to define new options: Clothing options have changed over the years and there may be new styles, cuts, and colors that do not affect the factors in his “formula”. If some of these choices actually make him look different, this a win. For example, maybe he can buy a pair of Levi 505’s in black for the next time he attends a wedding, funeral, or other formal event. One package of all white short socks purchased for the summer is a relief from the perpetual monotony of all-white crew socks.
Change his look in areas he doesn’t care about: If his current choice in pants and shirts are must for him, look at providing options for changing the kind of jacket or sweater he wears. This will cover up his “always the same” shirt and give him a totally new look.
Consider the effect of a new haircut: Sometimes updating an out of style haircut can change how you (and others) perceive your guy more than his selection of clothing. If a new haircut is an option, you can schedule a “his and hers” appointment at your favorite hairdresser and see where that goes.
Involve him in a new activity which involves functional clothing: Sports often require clothing which is supportive to the activity, and this can become a reason for him to change his look. Name the sport, and you’ve named a new look. Bicycling, scuba diving, football, baseball, and running all have distinctive needs for gear. Even spectator sports can change his style if he chooses a garment
to support his favorite team.
Remember that above all else, you want your guy to be happy in his “skin”, so if you and he can’t
find a way to make change, consider the positives. If you lose him in a crowd, you know what he’s wearing, and perhaps you really can profit by exploring his opportunities for brand endorsement or advertising.