Dressing up or down
The attitude shift matches up with alterations in personal and professional dress codes—fewer office environments, more work from home—with the brand touting a range of clothing that can take men from Zoom meetings to bar mitzvahs to weekend outings.
“For a lot of men, it used to be a gray suit, white shirt, and you’re out the door,” Repicky said. “But now men might need polos and sweaters for a casual lunch, a tux rental, an off-the-rack suit that we’ll tailor—it’s been an evolution.”
The new marketing also hits as traditional malls and department stores have struggled in the face of specialty retail and digital shopping.
In addition to naming Party Land on the creative side, Men’s Wearhouse also picked a new media shop, Ovative Group, in a competitive search. Ovative will oversee the campaign’s media placements across broadcast and connected TV, as well as social and digital platforms.
The campaign, which will run through June, coincides with wedding planning season and the spring collection rollout, when many consumers are shedding their heavy winter clothes and looking for a wardrobe change.