DF/J Dresses Up Jos. A. Bank

Della Femina/Jeary and Partners’ first work for clothier Jos. A. Bank moves the client away from the heritage aspect of its positioning to one more focused on style, but keeps the value message. The agency beat five New York, Baltimore and Washington, D.C, agencies for the $10 million business last fall [Adweek, Sept. 28].
The two spots, which break this week, feature men dressed in all types of professional attire from Jos. A. Bank’s collection.
One shows young, male office workers in an effort to appeal to “panic-stricken” professionals who aren’t sure how to dress appropriately on casual Friday. “We are trying to tell men, ‘You don’t have to be stylish. You just have to be smart enough to go to Jos. A. Bank,’ ” said Marissa Thompson, a partner at DF/J.
A second spot showing a group of well-dressed men notes that “all are wearing $750 suits,” except for one wearing “a $375 Jos. A. Bank suit.” That man, of course, is their boss. “Maybe that’s how he became chairman,” says the voiceover. The new tagline: “Smart clothing, smart people.”
The Hampstead, Md.-based client is trying to position itself as a better value than Brooks Brothers and a more stylish alternative to such burgeoning off-price competitors as Men’s Wearhouse, Thompson said. It plans to add 65 stores along the East coast this year.
Jos. A Bank’s previous tagline (from an undisclosed agency) was “Classic men’s clothing, unconditionally guaranteed.” Doner, Southfield, Mich., cut ties with the client in 1996.