Men's Wearhouse launched its annual Suit Drive on July 1 by leveraging the fact that #tbt was the most used hashtag on Instagram in 2018 with more than 407 million posts.
The campaign, developed with EP+Co, invites people to post pictures of themselves in suits using this popular #tbt and then encouraging them to head offline to donate corporate attire to the retailer in exchange for 50% off their next purchase. The discarded suits will be distributed to men and women entering (or re-entering) the workforce.
Although the Men’s Wearhouse has always tapped a celebrity to drive awareness of this initiative from a PR perspective, this year the company is partnering with Queer Eye’s Tan France and will integrate him more fully into the entire project.
France is featured in broadcast TV spots and across social media and is an active presence in press coverage. His elevated role serves as an evolution of an endorsement deal that first began last fall as the retailer continued to pivot away from its older image and spokesman founder George Zimmer. "He is the personification of what the brand stands for – having the confidence to be a good guy, and breed that confidence in those around you," says Emily Rule, vice president, planning director, EP+Co.