Mark's Jean's Campaign Touts Denim as the Go-To Pants for Men
Laura McQuarrie — August 20, 2014 — Marketing
References: marks & marketingmag
Fashion retailer Mark's has a new jeans campaign, #EverythingInJeans, that targets an audience of middle-aged urban men.
The campaign is being launched to support the retailer's ever-expanding denim collection, as well as to keep up with the youthful rebranding it underwent in 2010, which included dropping the "Work Wearhouse" from the company name. In this campaign, the jeans for men are presented as the go-to choice of slacks for Canadian guys, suited for everything from weekend brunches to athletic and sporting activities. The #EverythingInJeans campaign takes inspiration from a research study that was conducted, revealing that the average Canadian man owns anywhere from four to six different pairs of jeans for wear during the week.
The campaign is being launched to support the retailer's ever-expanding denim collection, as well as to keep up with the youthful rebranding it underwent in 2010, which included dropping the "Work Wearhouse" from the company name. In this campaign, the jeans for men are presented as the go-to choice of slacks for Canadian guys, suited for everything from weekend brunches to athletic and sporting activities. The #EverythingInJeans campaign takes inspiration from a research study that was conducted, revealing that the average Canadian man owns anywhere from four to six different pairs of jeans for wear during the week.
Trend Themes
1. Middle-aged Urban Men Fashion - Opportunity to create more targeted fashion campaigns and designs specifically tailored for middle-aged urban men.
2. Youthful Rebranding - Opportunity to rebrand and revamp marketing strategies to attract a younger audience while maintaining existing customer base.
3. Denim Collection Expansion - Opportunity to expand denim collections and cater to the growing demand for versatile and stylish denim.
Industry Implications
1. Fashion Retail - Opportunity for fashion retailers to capitalize on the growing market of middle-aged urban men and their increasing interest in denim products.
2. Marketing and Advertising - Opportunity for marketing and advertising agencies to create innovative campaigns and strategies that effectively target middle-aged urban men and promote denim as a versatile choice for all occasions.
3. Apparel Manufacturing - Opportunity for apparel manufacturers to innovate and produce denim products that cater to the specific needs and preferences of middle-aged urban men, offering improved comfort, fit, and style.
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