Debenhams on a mission to educate men about jeans
Whether bootcut, flares or skinnies, Debenhams has found that 63% of British men find it too stressful to find a new pair of jeans, so more than half end up sticking to the same style for more than two decades.
On a mission to give men the confidence they need to try new styles and find the best fit for their body shape, the department store chain is launching a denim campaign for men.
It comes hot on the heels of Marks & Spencer’s latest campaign, which also focuses on its biggest category, denim.
While M&S upped its marketing investment to produce a full-scale denim campaign including a TV ad, billboards, print and social media, Debenhams opted for a more focused approach.
Instead of targeting people on all fronts (M&S said 97% of its target customers will see the denim ad on average 13 times), Debenhams is launching a fit guide for Spring in partnership with style magazine GQ.
The creative aims to help men learn more about their body shape, denim materials, cuts and style, as well as highlighting the retailer’s vast selection of denim styles, including its wide offering of Levi’s jeans.
Ross Wilson, men's buying director at Debenhams said: “We often find that male customers are unaware of their own body shapes and because of this, there’s a tendency to play it safe and stick with the same style throughout their lives.
“Over the years, we have expanded our denim offering to ensure we cater to a broader audience. As a department store, we want to ensure men of different ages feel comfortable to try a new style that’s comfortable and suits their personal style.”
But will this moderate approach yield results? According to the company, 40% of men ask their partners to pick their jeans for them, which suggests that publishing content in a men’s magazine might not be enough to get all men shopping, although it could be a good start.
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