JOSEPH ABBOUD 2009-2010

GOAL

Revitalize the brand bringing its heritage to the forefront and showcasing the designs as modern and relevant to the young American consumer.

APPROACH

American Heritage.

The brand's strengths lay in its existing assets – quality clothes for men, made in America – but it was up to us to translate the brand's history and authenticity into a distinctive and attractive campaign.

Our "Made in USA" campaign conveyed Joseph Abboud as the obvious choice to consumers who appreciated craftsmanship / style and to whom buying American mattered.

RESULTS

The brand took in a breath of fresh air. With a simple, chic and contemporary feeling we produced a campaign executed in collateral and look books that helped to increase retail sales in at desired doors and overall line sales by 10%.