Men’s Wearhouse was in need of a visual rebrand — although North America’s largest menswear retailer, the brand suffers from low brand perception despite top market brand offerings.
- Developed and implemented a new tone guide for social media content.
- Re-evaluated merchandise featured to showcase product quality and diversity of top-tier brand offerings.
- Elevated product styling in order to raise visual aesthetic standards.
Responsible for concept and production of monthly content calendars of 100+ assets for 4 separate brand identities across US and Canada, including formalwear. Assistance provided on special campaigns as necessary.
Role: strategy, creative concept, art direction, styling, casting, location scouting
Photographers: Giafrese, Lena Nicholson, Thais Aquino
Social listening was the backbone of an always evolving content strategy, with audience engagement our greatest insight into what types of content succeeded and why.
On such learning was garment frequency. Followers responded most positively to posts that featured the same garment, but styled in different ways, as a person would do with wardrobe staples. Our content strategy was to feature a mixture of flat lay and on-figure photography with the same item over a month span. After the month, these items were most often retired, so as to not feel excessively repetitive.
Gifs that presented followers with an “either or” decision — i.e. striped shirt vs plaid — were quite successful, and allowed us to refresh the channel with different content. Pattern mixing was another key learning, with followers most engaged in posts that featured unexpected sartorial twists.
- Proms and weddings are the two occasions most customers turn to Men’s Wearhouse to, predominately, rent their formalwear, so content needed to serve as inspiration for those events. Content strategy was to establish the lifestyle of the gentleman who wears and has an everyday need for formalwear. Focus was on special occasions and shoes and accessories, with a push to focus on the details, to make merchandise look and feel more high end.
- Styling was specifically skewed to appeal to a female audience, as they are the key customers doing wedding research. Ahead of specific key business sale dates, content was seeded in order to feel organic and effortless, while still targeting these key “research” periods.