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case studies
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| The Challenge |
| Casual Male a 450 store retailer servicing Big & Tall men needed a new image. In an effort to change misconceptions and reinforce the idea that men can be fashionable regardless of their size, TKG launched a public relations campaign borrowing tactics from our experience in the plus size women’s market. |
| The Solution |
| Model searches, news features with figure flattering tips and TV fashion segments were integrated into a full service media relations program. Distributing statistics on the the 15 % of American men in the category and promoting survey results highlighting the mindset and needs of the customer, also proved to be compelling information for the media. |
| The Results |
| Casual Male has reached over millions of consumers with key editorial messages focusing on its fashion image, as well as the growth of the Big & Tall industry. The total campaign helped boost sales and Casual Male has become a valuable resource for editors seeking data on this segment of the fashion industry. Manufacturers have applauded the chain for improving the perception of big & tall. That was a tall order, delivered, big time, by TKG! |
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