Jos. A. Bank Is Shopping

Hoping to expand upon the 90 or so stores it operates in the East, high-end men’s apparel marketer Jos. A. Bank Clothiers has launched a review for its estimated $10 million ad account.
The client has contacted at least four shops, sources said, and may complete the review within the next few weeks.
Glenn Christenson, director of retail marketing for Jos. A. Bank in Hampstead, Md., declined comment. The client’s most recent ad agency, W.B. Doner & Co. in Southfield, Mich., severed its relationship with the clothier in 1996. A Doner representative declined to elaborate.
The company needs a shop to broaden long-term brand awareness. Its most recent effort was a $1 million buy on the CNN Headline News cable network.
The spot featured a white-haired tailor, who could be Bank himself, talking about how he “never had much use for high-priced stores, with their airs of superiority.” He goes on to explain that Jos. A. Bank has cut out the high-priced middleman to sell finely crafted men’s suits directly to customers at reasonable prices.
The tagline was: “Classic men’s clothing, unconditionally guaranteed.”
Jos. A. Bank, which operates in 31 states, plans to add another 65 outlets by the year 2000.
The $10 million ad budget would more than double last year’s outlay, when Jos. A. Bank spent $4 million, per Competitive Media Reporting. The retailer also operates a catalog business.