Men's Wearhouse Re-Defines the Suit Through Fresh National Ad Campaign
Brand challenges the perception of a suit, embracing modern-fit, reaching a younger demographic
HOUSTON, May 3, 2012 /PRNewswire/ -- In a new advertising campaign rolling out nationally this week, Men's Wearhouse challenges the notion of the traditional suit in corporate America and what it means to the modern man. The brand is tapping into a growing trend among younger men who, regardless of professional status or industry, are starting to take more pride in their appearance and incorporating suit elements into their style for every occasion — from a Tuesday morning meeting to a Friday night drink. The result is a new national TV and online campaign encouraging men to "Suit Yourself" by offering fashion tips, brand-name attire, and modern-fit tailoring to help them express their individual style.
"At Men's Wearhouse, we believe men are taking more care with their appearance today because they know that how they present themselves can give them an edge," said Doug Ewert, President and Chief Executive Officer of Men's Wearhouse. "Regardless of profession, men are re-defining how they interpret a suit and are adding casualwear and accessories, making modern suits fit their lifestyle. As the largest men's specialty retailer in North America, men turn to us as the logical destination to modernize and customize their wardrobe. "
The creative campaign takes Men's Wearhouse in a new direction and consists of four 30-second TV spots that speak to the mindset of a younger male demographic. Key elements of the "Suit Yourself" campaign include:
- Rebranding the "Suit": In one of the spots, Men's Wearhouse co-founder and Executive Chairman, George Zimmer, pokes fun at himself for being a "suit," referring to the cliched description of men in professions such as law, banking, and business. Today's suit fits the diversity of modern men and transcends all professions — whether they're wearing the full suit or just the blazer with jeans, it's all about personal touches.
- Highlighting Looks to Suit Yourself: This campaign features a variety of models and Men's Wearhouse employees who have a distinct personal style of their own, from tattoos to faux-hawks. It highlights Men's Wearhouse as a fashion authority with merchandise that appeals to any man. The company's comprehensive messaging encourages men to mix-and-match elements of the modern suit with other casually chic statement pieces to convey self-expression — from bow ties and French cuff links to tie bars and fedoras.
- Introducing a Revamped Website: Men's Wearhouse recently re-launched its website, www.menswearhouse.com, which mirrors the in-store personal shopping experience men have grown accustomed to at Men's Wearhouse stores. The new site adds to the modernization of the brand through style advice, a live chat feature, and social media options for shoppers to find and share their new suit or tuxedo looks with ease.
- Encouraging a Social Conversation: To extend the campaign online, the TV spots will direct consumers to www.menswearhouse.com/suityourself to find out how to get the featured looks and browse for other styles, see the commercials again, and engage in the conversation on Facebook. On the Modern Fit Facebook tab, consumers will be invited to upload photos and videos showcasing their personal style. After uploading, they are encouraged to come back to see if their look made it into the latest 30-second video, which will be updated weekly and hosted on Facebook. For participating, consumers will receive a 40% discount* on the next item they purchase at Men's Wearhouse or www.menswearhouse.com.
The national campaign, produced internally at Men's Wearhouse, focuses on a younger male target and includes both broadcast and online media support. The spots will debut on May 4, during NBA playoffs on ESPN, ABC, and TNT as well as around the Web on men's lifestyle and sports sites.
About Men's Wearhouse
Founded in 1973, Men's Wearhouse is one of North America's largest specialty retailers of men's apparel with 1,175 stores. Men's Wearhouse, Moores, and K&G stores carry a full selection of men's designer, brand name, and private label suits, sport coats, furnishings, and accessories, and Men's Wearhouse and Tux stores carry a limited selection. K&G stores carry a full selection of women's apparel. Tuxedo rentals are available in the Men's Wearhouse, Moores, and Men's Wearhouse and Tux stores. Additionally, Men's Wearhouse operates a global corporate apparel and workwear group consisting of Twin Hill in the United States and Dimensions and Alexandra in the United Kingdom.
For additional information on Men's Wearhouse, please visit the company's websites at www.menswearhouse.com, www.kgstores.com, www.mooresclothing.com, www.dimensions.co.uk, www.alexandra.co.uk, and www.twinhill.com.
*Terms and conditions apply; 40% discount is valid for only one, non-sale item.
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