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Pay Attention, Schlubs!
By: Dwayne W. Waite Jr.
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Van Heusen's Institute of Style featuring "professors" Steve Young and Jerry Rice seeks to turn men from "schlubs" to swagger.

Van Heusen, partnering up with video and comedy site FunnyorDie.com, has shot several videos featuring the professors and new graduate, Matthew Stafford.

As Millennial men come of age, Van Heusen is taking note of this generation's appreciation of style and fashion. Tying it together with the traditional elements of masculine identity (business and sports), Van Heusen is conducting an online campaign trying to court these young, fashion-conscious men.

On the Van Heusen site, it sends the consumer to a WordPress-based "playbook" site, where each style tip is phrased in sport terminology.

And below is the video starring Matthew Stafford, who is attempting to intercept a schlub in order to turn him into "swagger."

Will the campaign work? Possibly. It is introducing the Van Heusen brand in a new, young light. The campaign is on a platform many Millennial men are familiar with, and with the introduction of Stafford, an NFL quarterback the generation knows a little better than Rice and Young, it could prove to be very effective.

It is fun to see how fashion brands are turning up the heat to attract Millennial men. We'll see how it goes.



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About the Author
Dwayne W. Waite Jr. is partner and principal at JDW: The Charlotte Agency, a marketing and advertising shop in Charlotte, NC. He enjoys consumer behavior, economics, and football.
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