Strategic Message Guide

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Strategic Message Guidebespoke biˈspōk ds,esp.clothing)madetoorder:abespokesuit. (ofatrader)makingsuchgoods:bespoketailors.bespeak biˈspēk verb(past- spoke;pastpart.- peakout](seebe- r](sense2,late16thcent.).Prepared by Lee Graham and Allen CohenJuly 26, 2011 (R3)

Alton Lane Strategic Message Guide, Page 2Overview eevolutionofthecompany’smessagingandpositioning.

Alton Lane Strategic Message Guide, Page value- ‐oriented,style- lHonestStandard/sClassicInnovativeState- ‐of- ‐the- clothes.Bettervalue.Betterexperience.”

Alton Lane Strategic Message Guide, Page 4Top- lient,whichisstoredforfuturepurchases.

Alton Lane Strategic Message Guide, Page hclientisgivenafirst- rementsinlessthan60secondsinthestate- ‐of- ‐the- dressshirts,ranginginstylesfromclassictocutting- largeblackbox,roughlythesizeofawalk- sfrom10amto6pm.

Alton Lane Strategic Message Guide, Page 6DCShowroomAltonLane’sthird- hadefinitehunting- privatebarrelbourbons,single- ‐maltscotches,orcraftbeers.Underalargeflat- r.Usingsaferadiation- bottom,fronttoback.Throughoutthe40- ology bodyimage- ‐- pposedtolasercut,andusuallyarrivewithinsixweeks.

Alton Lane Strategic Message Guide, Page ecommendsanin- hnology VirtualDesignLabatAltonLane.com. Innovativenewshoppingexperience Easyaccess:shopforcustomclothingonline Virtual3Dimagery Realtimecustomization Millionsofoptionsacrossclothingcategories les- - �sbusinessthusfarhasbeenitscustomizedin- business,social,andspecialevents- ‐- ecialistsguideclientsstep- ‐by- ‐stepthroughtheprocesstogettherightfit.

Alton Lane Strategic Message Guide, Page cationsprovider,TokBox(www.tokbox.com).Stylemakers o- clothingmarket.We'reheretorevolutionizeit.”- ‐- ‐ColinHunter,co- lineviatheVirtualDesignLab.”- ‐- ‐PeytonJenkins,co- ‐founder“Welaunchedourwebsiteasaninvitation- theAltonLanestandardtoallclientsworldwide.”- ‐- ‐PeytonJenkins,co- ‐founder

Alton Lane Strategic Message Guide, Page ssible."- ‐- ‐PeytonJenkins,co- ‐founder“Equippedwiththemoststate- ‐of- ‐the- kins,co- ibilityforabetterworld.For- keepthemwarm,patientswithlife- Capuletisabitmorerelaxed.

Alton Lane Strategic Message Guide, Page selectionofcollarandcuffstyles,mother- ‐of- pleats.NutsandBoltsCustomshirtsstartat 89(BlueLabel)and 165(BlackLabel).Customsuitsstartat 525(BlueLabel)and 695(BlackLabel).Blazersstartat 425(BlueLabel)and 575(BlackLabel).Trousersstartat 125(BlueLabel)and 225(BlackLabel).Tuxedosstartat 525(BlueLabel)and 745(BlackLabel).Overcoats(BlackLabelonly)startat ltonLaneoffersone- ‐on- ‐onepurchasingguidanceandstyletips.

Alton Lane Strategic Message Guide, Page nlineathttp://www.altonlane.com/faq- niceifyoucouldstepina3- ‐DlaserbodyscannerJetson- eastheonlycustommadesuitshoptomarrysci- threebrandprinciples- ‐- excitingapproachtocustom- ion,visitaltonlane.com.###

Alton Lane Strategic Message Guide, Page ! 3! Mission!Statement!! Withkeenattentiontodetail,andthe latesttechnologicalinnovations,!Alton!Lane .

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