Suit Direct

Suit Direct tasked us with transforming their brand to support its high-street retail store expansion. Impacted by COVID with a shift to men dressing more casually for work, and more people shopping online than ever before,  the media fuelled the idea that ‘the suit was dead’. Suit Direct was known as an outlet brand and were struggling to escape trading on continuous promotions.

We analysed the market, and target audience, to discover that men were still looking for suits, but their preferences had changed. Tired traditions and stuffy dress codes of old were intimidating and off-putting for many men. Instead, men 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. A strategy was built on appealing to occasion dressing relevant to the seasonal retail calendar, and complementary product range expansions to show the versatility of wearing a suit in more relaxed styles to satisfy those opting for ‘smart casual’.

To bring this new positioning to life, we created a series of campaigns to run through the retail calendar year,  promoting newness and relevancy to occasion and season. Elevated imagery and brand consistency across the retail estate, enabled Suit Direct to trade full price, attracting new customers whilst promoting the brand’s suit expertise and product quality.  Now they look a cut above, we’re continuing to cement their position as today’s go-to suit retailer.