Bashful creates men’s fashion e-store brand TheMensShop.com.au for Gazal Group
Creative and strategic agency Bashful has developed a new men’s fashion e-store brand, TheMensShop.com.au, for apparel company Gazal Group.
One of the first high end men’s only fashion e-stores in Australia, the site sells premium labels including Calvin Klein, Ben Sherman, Edwin, GANT, M.J. Bale, Herringbone, Geoffrey Beene and Van Heusen.
Bashful consulted with Gazal Group and devised the brands personality, branding and style guide, website design and architecture and creative campaign. The sites back-end interface and programming was developed in-house at Gazal Group. The launch of the site will be supported by a fully integrated print, outdoor, TVC and social media campaign also developed by Bashful. Media placement has been weighted towards digital and viral seeding, supported by a brand awareness building outdoor campaign across eastern seaboard states.
The launch 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 and outdoor locations. Five 15 second TVCs made for online platforms, which will launch next week, follow the same theme and illustrate scenarios where men use their fashion prowess to further their career prospects and female ‘pulling power’.
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.
Kirsty Lambly, The Mens Shop divisional manager, said: “Our customers told us they want the convenience of shopping for the best in men’s working week apparel and accessories from their desktop, with free and fast delivery, and a no questions asked free returns policy. We believe The Mens Shop delivers all that and more, and you will be seeing more brands and categories added to the site over coming seasons, based on what our customers tell us. For us, this is all about answering our customer’s needs, with a world class online shopping experience.”
Bashful CEO, Simon Bookallil says: “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.”
Frontier Media have been engaged to manage the media buying. Arc Factory will partner in content creation and PR.
Bashful won the account as a result of ongoing work for Gazal Group’s fashion brand Van Heusen and retailer Trade Secret.
Frontier Media – Media Buyer
Arc Factory – PR
Photography – Gerrard Needham
Production: Chee Productions
9 Comments
Nice. A simple idea done well.
Advertising guy: Where’s the idea?
Regular Joe: Shut up and take my money!
Rule #1: boring, bleeding obvious cliches are not the same as an idea.
Very smart use of 15 sec.
Boobs > Snark
I had to repay the spots for their entertainment value – it wasn’t high entertainment but it was beautifully shot (particularly the ‘tie a knot’ spot) so I visited their website but I was a tad disappointed with their prices. TM Lewin in the UK are doing this better online I believe. Such a tough market.
tie knot > blazer
Nice film, shocking pronunciation.
Sounds like another fashion retailer above trying to get their brand mentioned AD Denizen, agree well shot, nice to see an idea not just straight fashion photography and also checked online and noted cheaper than tm lewin, also has calvin shirts so will be ordering! Well done bashful.