Dim the house lights and educate the client - use of video to promote casual dress to businessmen - Column

Discount Store News, Jan 15, 1996 by James Mammarella

What lasts seven minutes and five seconds and showcases banded-collar shirts in all their sophisticated, yet casual, glory.

Here's a hint. It's smaller than a bread box--but its marketing impact could be the biggest thing since striped toothpaste for one competitor in the off-price men's apparel segment.

It's a video called "How to Dress Casually & Still Mean Business." The producer, The Men's Wearhouse, has sent a copy to each of its 269 stores. Each store manager can show the video in-store and have copies mailed to local businesses, free of charge. Along with the video, the manager sends a letter addressed to a company contact, such as the human resources director. The aim is to set up a Men's Wearhouse how--to fashion show--also free of charge for the target company's male employees.

Executive vp, merchandising Rich Goldman said that the campaign has in its first weeks led to several fashion shows, which are held instore or on-site for the clients.

The video is a prospecting and positioning tool, customized to keep sales growing in a changing and consolidating marketplace.

Tailored clothing sales have slowed, and off-price chains, like The Men's Wearhouse, have bolstered their merchandise mix with casual sportswear. But confusion reigns in many quarters over what is,appropriate for business-casual or Firday wear attire. The video clearly and concisely defines the style--and informs consumers that The Men's Wearhouse is the place to buy it.

The video and the campaign are worthy. Of course, these tools alone won't make a vast difference in the fortunes of this $400 million offpricer. But they are indicative of the vision, motivation and cohesion that sets this competitor apart from the rest.

The campaign is a good example of the judicious use of direct-response marketing. I predict it will produce a high return on investment.

The cost of the video campaign to date is less than $30,000. The response is measurable, in terms of inquiries or incremental sales. The chain's customer database benefits by the addition of trackable names. The video also positions The Men's Wearhouse as authoritative, reinforcing the chain's image as a leader. The video soft-pedals the retailer's favored and proprietary brands: Geoffrey Beene, Monsieur Givenchy, Rafael, Lineage, Vito Rufolo, Botany 500 and others.

Above all, it delivers a call to action. On the outer packaging and on the video cartridge, recipients are prompted to call (800) 776-SUIT for a direct connection to the nearest store location.

Nobody watching this low-key video is clobbered with hype or confused with clutter. The theme is kept simple: A relaxed, looser, but coordinated look is the key. The video encourages viewers to invest in business-casual attire because it is versatile, comfortable, stylish and economical.

In the introduction, Men's Wearhouse chairman and ceo George Zimmer gives a hearty hello and a cheerful guarantee that, with his associates' guidance, men can learn to dress-down for success.

Associate Cheryl Bishop clearly communicates the fundamentals of business-casual dressing. In the guided tour through selecting jackets, slacks, shirts, ties, belts, socks, shoes and vests, The Men's Wearhouse is revealed as a destination for a complete office wardrobe.

Reinforcing the chain's depth, the video features brief but intelligent comments by a number of Men's Wearhouse associates: Dave Wilson, Paul Kraynick, Rodney Cole and Ben Henriksen.

Ironically, The Men's Wearhouse video campaign is targeted better than a similar one now underway by Target.

To tune into the national discounter's campaign, you call an 800 number to reach a recording at Target that permits you to order a video and brochure at $29.99. You are told you'll receive an invoice. Only checks are accepted--no credit cards. Then you are given a second 800 number to call if you wish to attend a fashion seminar conducted by Target style consultant Corbin Seitz, also at a price.

Target is pre-qualifying its customers by asking them to pay for the video, titled "Clothes for the New Dress Code." I am not privy to early results of the campaign launched last fall, but I would bet that at this price, Target is screening out a lot of business. This chain, which consistently advertises "a wide assortment of fashion pieces that cost less than $30," is asking prospective consumers to spend that much on a 10-minute video.

Of course, The Men's Wearhouse has less of a targeting problem, thanks to its more narrow product niche.

While retailers contend for share-of-mind among consumers, the apparel environment keeps changing. The Men's Wearhouse displays leadership on both fronts through this campaign. By delivering education and reassurance while inviting more questions from its customers, the chain is in effect demanding--"challenge us."