Men’s Wearhouse was in need of a visual rebrand — although North America’s largest menswear retailer, the brand suffers from low brand perception.
Delivered 16 monthly content calendars with 100+ assets for American and Canadian markets, across 8 social channels. Assisted with sister brands Joseph Abboud and Jos. A. Banks.
Responsibilities: strategy, creative concept, casting, photography, art direction, styling
•Developed and implemented a new tone guide for social media content.
• Re-evaluated merchandise featured to showcase product quality and diversity.
•Elevated product styling to compete with mass-high end competitors.
•Shifted negative social feedback towards positive discourse by transforming social
accounts into source of style inspiration and product knowledge.
•Trained in-house photographers in best practices to raise production standards.
Media: packaging, point-of-purchase, broadcast, long & short format video, stop-motion, gif, cinemagraph, editorial, campaign, and evergreen content
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.
One such learning was garment repeat. 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 retired, so as to not feel 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 while driving higher engagement. Pattern mixing was a key learning, with followers most engaged in posts that featured unexpected sartorial twists.
- Proms and weddings are when most customers turn to Men’s Wearhouse to, primarily, rent formalwear. Content needed to serve as inspiration for such events. Strategy was to establish the lifestyle of the gentleman who wears and has an everyday need for formalwear, with focus on special occasions, shoes, and accessories. We focused on the details with close up shots to make merchandise look 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.