Brothers is one of the leading menswear brands in Sweden and Finland with over 70 stores across the two nations. The brand’s clothing is regarded as timeless, high quality and the perfect fit for the modern man.
Brothers aims to be Sweden’s top men’s outfitter by developing a new concept with focus on high quality, personal service and great knowledge on fit and style. The challenge for Brothers lied in the fact that many in the target group didn’t recognise the change and thus didn’t see Brothers as a smart alternative to the premium brands.
Swedish men have a great interest in clothes and style. However many men have problems with finding clothes that actually suit their body type because of lacking knowledge about fit. Many men don’t fit into the standard size system yet no other brand has ever taken ownership of the question about the right fit for men.
What we did
Brothers are experts when it comes to fit and style. To communicate this, we created the integrated campaign ‘We Serve to Suit You’. The purpose of the campaign was to guide Swedish men to a more well dressed style, suited for their unique body measurements. To meet customers where they actually are, Brothers went on a tour all across Sweden in order to educate Swedish men about finding the perfect fit and style. Brothers also did a ‘dress over’ competition on Facebook, YouTube films, posts on Brothers’ social channels and collaborations with influencers. Brothers also did a SIFO study that worked as a PR engine for the whole campaign.
The campaign got great national media attention with a total reach of 5.3 million and over 53 clippings. Sales in stores close to the tour increased by 52% and 85% of the customers who visited the tour said that their interest in Brothers had highly increased. Across the Brothers social accounts, they received a total reach of 400 000 and 250 000 post engagements on Facebook and Instagram, and 600 000 views on YouTube.