Branded fashion house Gazal has enlisted creative and strategic agency, Bashful, to develop a multi-channel marketing campaign for its new men's fashion e-store brand, The Mens Shop.com.au.
The e-store, which sells premium labels including Calvin Klein, Ben Sherman, Edwin, Gant, M.J. Bale, Herringbone, Geoffrey Beene and Van Heusen, launched earlier this week along with a fully integrated print, outdoor, TVC and social media campaign.
The campaign will begin with a series of print ads which define the ‘rules’ of men’s fashion including “A crisp white shirt will hide a hangover”, “Dress for the job you want, not the job you have” and “Girls do judge a book by its cover”, which will run in select print titles, such as the Australian Financial Review and outdoor locations.
Five 15-second TVCs, made for online platforms, will launch next week, following the same theme and illustrating scenarios where men “use their fashion prowess to further their career prospects and female ‘pulling power’”.
Photographer Gerrard Needham shot the campaign images, with styling by Dave Bonney.
Due to the nature of the brand and its offering, Bashful CEO, Simon Bookallil said the campaign will lean towards digital advertising, utilising new digital and social media platforms which includes Fairfax, News Digital, Google, Facebook and Linked-In.
“Our aim is to position The Mens Shop.com.au as an unpretentious yet aspirational online men’s apparel store. We approached the integrated campaign with the idea of an ‘in the know’ rule book and modern etiquette guide to help men navigate the challenges of modern day life and style,” Bookallil said.
The Mens Shop e-store will also offer first time users a $20 off their first purchase when they sign up for The Mens Shop newsletter and as well as offering four premium label shirts for $150 with free delivery.
Click here see the The Mens Shop.com.au TVC.