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Suit Direct “challenges the doomsayers” in 6-figure campaign


Suit Direct is launching a new 6-figure campaign to show there’s still demand for the suit – and high street retail.

The company enlisted the help of Leeds’ Propaganda to create the brand campaign, across out of home, in-store, digital ads and social media.

Since the pandemic, Baird Group-owned Suit Direct has opened 26 high street stores, in spite of headlines suggesting that the high street was dead and that with working from home, fewer people were likely to be buying suits. Hence the strapline, “Long Live the Suit.”

Propaganda’s campaign is intended to breathe new life into the category, with images and video to show the various ways men in 2022 use suits to express themselves.

“Suit Direct is a brand that has demonstrated courage through a period that was challenging for many retailers,” added Jo Parkinson, Marketing Director at Propaganda.

“Bucking convention, they have opened 26 new stores since the pandemic at a time when competitors are pulling out of the high street. ‘Long Live The Suit’ clearly delivers the message to consumers and the industry that, regardless of naysayers, Suit Direct is reinvigorating tailoring and brick and mortar retail alike.”

Propaganda was appointed by Baird Group a year ago to work on a number of initiatives to transform the brand.

“Having worked with Propaganda for a year, the painstaking work that has gone into the whole process has blown us away,” said Kevin Stone, Marketing Director at Baird Group.

“And now, seeing the culmination of that effort in this exciting campaign, it is clear that it has absolutely paid off. We’re already working on our next campaign with the Propaganda team and are looking forward to seeing more great results.”

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