High street retailer Moss – formerly Moss Bros – is aiming to turn on the style in its first campaign since appointing The Croner to handle its business last month.
The SS/25 campaign introduces a fresh direction under the creative platform “Men Of Style + Substance” and aims to showcase the Moss collection alongside headlines that bring the new tone of voice to life.
The work combines light-hearted words of wisdom for the Moss Man to live by, with product details and style advice, all giving new meaning to the Moss brand.
Long known for its suits and formalwear, Moss has been expanding its offering to include tailored casualwear, retaining its high-quality fabrics and craftsmanship, now applied to a more versatile range.
Launching this week, the campaign will run across OOH/DOOH with many spots being time-targeted to commuters.
Moss chief executive 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 has produced and look forward to seeing the impact it has on our customers – new and existing – and our bottom line.”
The Corner founder and chief creative officer Tom Ewart added: “Everyone knows style isn’t just about what you wear, but how you act. ‘Men Of Style + Substance’ celebrates this duality, showcasing the stylish new SS/25 collection alongside some light-hearted words of wisdom for our man to live by too.”
