Fashion retailer Mark’s is striving to be the go-to destination for denim, with #EverythingInJeans, a national campaign aimed at 35-year-old urban men.
The campaign, which supports the retailer’s expanded and revamped denim collection, is also a continuation of an evolving re-branding initiative, which saw the brand drop “work warehouse” from its name in 2010, and focus more on casual wear in an attempt to lure a hipper, younger customer.
“One key pillar of our brand re-positioning is definitely jeans,” said Frederick Lecoq, vice-president of marketing and digital at FGL Sports Ltd and Mark’s. “When we went to market research talking to the Canadian customer, the target audience, it became obvious that jean was the essential. It was the point of entry of the target audience. Jean has always been a big thing at Mark’s. We need to make it even bigger.”
#EverythingInJeans was inspired in part by a survey conducted by the retailer in July, which looked at the habits and preferences of Canadian men when it came to jeans. The research revealed that more men are supplementing their daily work attire with denim, and that the average man owns between four and six pairs.
Developed in partnership with Mark’s creative agency Sid Lee, campaign elements include out-of-home, in-store, social, digital and a PR media tour featuring style guru Glen Baxter.
A 30-second spot is also running on YouTube and television showing a series of athletic, attractive men doing everything from fishing to napping in their jeans.
In addition, Mark’s retail locations are also allocating more square footage to jeans, Lecoq said.
“If you really want to go after the category, the in-store experience is a must play. You can’t distribute jeans without creating the real jeans experience.”
Mark’s worked with Touché on the media buy, while North Strategic is handling PR and social. #EverythingInJeans will run for eight to ten weeks.
Part of the Canadian Tire family of businesses since 2001, Mark’s has more than 380 stores across Canada.