Menswear retailer Moss has been seeing a lot of change in recent periods and one of them is the rebranded company (which used to be known as Moss Bros) naming a new marketing agency, The Corner.
That collaboration has now unveiled its first fruits — a rebrand campaign with a new creative platform ‘Men of Style + Substance’.
The first campaign since The Corner won the account earlier this year is for SS25 and takes Moss in a “fresh direction”. It showcases the current collection “alongside witty headlines that bring ‘Men Of Style + Substance’ to life with a new tone of voice, combining lighthearted words of wisdom for the Moss Man to live by, with product details and style advice, all giving new meaning to the Moss brand”.
It comes as Moss, long known for its formalwear, has been expanding its offering to include tailored casualwear that reflects the way men are more likely to dress in formal settings, and it’s communicating this in the campaign that will run across VOD and OOH/DOOH with many spots being time-targeted to commuters. They’re out in increasing numbers post-pandemic as companies encourage more workers back into their offices.
Moss CEO Brian Brick said: “Significantly increasing our investment in brand marketing to get more people to do a double-take on Moss is a vital part of our growth plans. Our product, stores, pricing and service have all changed dramatically over the last few years and now we need to tell more people about this. I’m delighted with the work that The Corner have produced and look forward to seeing the impact it has on our customers — new and existing — and our bottom line.”
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