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'A Place Men Belong' kicks off
05
Jun '10
For all the men who feel that shopping is akin to a root canal, Men's Wearhouse's new advertising campaign offers a solution: a shopping experience that leaves men feeling that they have found a store tailored just for them.

Titled "A Place Men Belong," the marketing campaign launches with a series of television spots depicting scenes from popular movie genres in which characters are interrupted by an out-of-place man seeking Men's Wearhouse. "Is this Men's Wearhouse?" he asks, to which the characters nonchalantly direct him to the nearest store, recounting their own stories about great experiences at Men's Wearhouse.

The campaign is, at its core, a humorous approach to a "testimonial campaign," featuring brand evangelists from the film scenes who extol the benefits of shopping at Men's Wearhouse to the new shopper.

"In a world of one-day sales where 'everything must go,' people are starting to lose sight of the factors that contribute to an enjoyable shopping experience," said Diane Ridgway-Cross, chief marketing officer of Men's Wearhouse. "Since most people already know that Men's Wearhouse has great prices, we decided to focus the new campaign on the other reasons to shop our stores: designer brands, like Kenneth Cole, Joseph Abboud, and Jones New York; a wide selection of styles, fabrics, colors, and fits; our huge big and tall offerings; and most importantly, our unmatched customer service, including on-site tailoring in every single store."

In the "Stakeout" TV spot, two men sit in a surveillance van after many days on duty, when a younger man pops his head in from the back of the van to ask, "Is this Men's Wearhouse?" Without flinching, the men direct him to the nearest store, adding that it is a place where big and tall men can find great-looking clothes.

The "Trench" TV spot follows another confused shopper who mistakenly wanders into a WWI battle scene on his way to a Men's Wearhouse in present day.

Both spots end with Men's Wearhouse founder and chief executive officer George Zimmer standing in a Men's Wearhouse store with the lost customer, looking into the camera and saying, "There's a place men belong. That place is Men's Wearhouse. I guarantee it."

"We knew that we wanted our CEO, George, to continue to play a role in the advertising because his face and his voice are two of our biggest brand assets," Ridgway-Cross said. "His personal commitment to delivering exemplary customer service drives the soul of this company, so it just feels right to keep him front and center in the brand communications."

Mullen, in Winston-Salem, N.C., developed the campaign. Mullen executive creative director Jason Black said his team aimed to give the retailer a fresh approach to its marketing strategy, while still appealing to its core customers.

"It's great to have such a defined customer to talk to with this brand," Black said. "The campaign shows how Men's Wearhouse's whole business is geared toward understanding the wants and needs of men and making them feel comfortable there."


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