S&K Menswear
I worked with top management at S&K Menswear for more than 6 years. This 240-store specialty chain – selling name brand tailored menswear at up to 60% below department store prices — needed a brand image with a “value proposition” that would differentiate it from Men’s Wearhouse, Jos. Bank, and department stores. The key message in print, direct mail advertising, internet marketing campaigns and television creative was: Style, performance and personalized service doesn’t have to cost a lot.
The “Demand Value” slogan was replaced by the “Dress Sharp” theme to create a more aspirational positioning for S&K’s 240-store chain. Television creative was supported by direct mail advertising, in-store signage and internet marketing promotion.
The client tested radio advertising for a period of two years in key markets to determine if it could drive awareness and sales levels better than television creative. Here are just two of more than one dozen spots that were part of the client’s radio advertising production that I wrote, casted and directed.
What better way to salute smart S&K shoppers who buy name brand men’s suits at up to 60% below department store prices than to give factual, yet exaggerated examples, of a man paying $60,000 for Batman’s suit.
