S&K Famous Brands, Inc., the Richmond-based operator of S&K Menswear with 220 stores in 26 states and 2,000 employees, has kicked off a new television and radio advertising campaign created by Richmond-based integrated marketing agency RightMinds. Currently, two television spots and two radio spots are running in a number of S&K’s key markets. The TV spots can be viewed at www.skmenswear.com by clicking on the S&K TV icon.
The ads, which were shot entirely in Richmond and include several S&K employees as background talent, feature a sportscaster and the father of a bride solving their fashion dilemmas at S&K Menswear. The ads take a tongue in cheek look at the challenge men have in keeping their wardrobes up to date and ask the viewer, “So… what are you wearing?!” The ads reflect the dangers of relying on relics in the back of the closet when men need to look their best.
S&K Vice President of Marketing, Bryan Kipp, said the ad campaign is one of several recent steps the company has taken to drive growth. “We want our customers to think of S&K as their partner in solving their fashion challenges. We want the brand to stand for getting quality, style and great brands all at the best value. We think the ads bring those points home.”
RightMinds Executive Creative Director James Sawyer says the new TV campaign is a strong first step in positioning the S&K brand as the retailer of choice for men who have to look their best. “We’ve focused on two men, one the father of a bride in need of formal wear, and the other a TV sportscaster wearing a desperately out of date sports jacket, as representative of all the men out there who need to update their wardrobes. We’ve made the ads funny to relate to our core customer and fun to reflect the brand personality of S&K.”
S&K Famous Brands, Inc. operates 220 menswear stores in 26 states and celebrated 40 years of clothing America’s men in 2007. S&K Menswear’s vision for the future is to be the nation’s premier menswear retailer, selling quality, stylish merchandise at prices that represent the best value proposition in the market. For more information visit www.skmenswear.com.
RightMinds (www.rightminds.com) is a strategic marketing company that provides marketing consulting, solutions and infrastructure to extend consumer and business-to-business marketing operations and to empower brands. In addition to being particularly strategic, RightMinds has integrated a team of expert implementers in the disciplines of advertising, marketing, media, public relations, and web in order to be able to accomplish any client objective. RightMinds serves a variety of regional and national clients from its Richmond, Virginia headquarters.
