Suit Direct. Revitalising the suit for today’s retail world.
The way we dress is changing. Covid accelerated many existing shifts, including a move towards more casual clothing, and fewer occasions for formal wear.
At the same time, as more people shop online, high streets have been pronounced dead by many in the media.
So where does that leave suits? Are they doomed to irrelevance in today’s market? Hardly. While some retailers saw only doom and gloom, scaling down their offerings, or exiting all together, Suit Direct saw an opportunity.
They expanded on their existing outlet stores by establishing a fast-growing high-street retail presence.
Now they needed a bold brand to reflect their bold business strategy.
We analysed their market, and target audience, to discover that men were still looking for suits, but their preferences had changed. Tired traditions and stuffy dress codes were now seen as old hat. Instead, customers wanted versatility, durability and individuality.
Building on these insights, we repositioned Suit Direct to be more relevant to today, by breaking down traditional concepts of suit tailoring. Suit Direct celebrated wearing a suit as a statement, not a requirement. An expression of individuality, not conformity – inviting customers to break rules and finding a suit that’s truly them, leaving them feeling confident and ready to own the occasion.
To bring this new positioning to life, we created a series of striking campaigns, celebrating individuality. With campaigns ranging from an attention-grabbing brand launch, to targeted seasonal tactics, we elevated their brand, in-store and online. Now they look a cut above, we’re continuing to cement their position as today’s go-to suit retailer.