CHARLES TYRWHITT | THE BUSINESS OF LIFE CAMPAIGN

BRIEF

In a post-covid world, how do you navigate dressing for the office? Charles Tyrwhitt created The Business of Life Collection, a unique collection of pieces, designed to offer wardrobe staples that look smart, but feel as comfortable as the joggers we grew accustomed to during the pandemic. Charles Tyrwhitt wanted to execute a show-stopping campaign, to promote the messaging that they would be: ‘the brand that will take you back to work,’ whilst reinforcing their premium credentials and increasing the brand’s digital footprint.  

WHAT WE DID

Brandnation delivered a highly targeted PR campaign to support the launch of the collection designed to resonate with the Charles Tyrwhitt customer. Brandnation profiled four very different CEOs, who had all had tremendous success over lockdown, to find out what business leaders really wear. The Agency worked with CEOs including a tech entrepreneur, a Psychologist, a City Financier, and a Business Innovator. Working with a diverse range of business leaders provided a unique insight into how professionals were changing their wardrobes to fit into the post-pandemic world and ever-changing work/ life environments, as UK companies introduced hybrid working. Each CEO was on hand to the media, and able to provide expert comments on request. 

To support the campaign, the agency delivered a national survey that delved into the psychology of dressing, coined as ‘Enclothed Cognition.’ The data highlighted how dressing and different types of clothing impacted workers’ moods and productivity within the workspace. The insightful survey’s findings were supported by an expert wellness coach, with The Agency relating all findings back to ‘his’ new working wardrobe. The Agency delivered news features across national & consumer titles including The Telegraph, The Sunday Times Style, The independent, and GQ.  

The Agency also secured a partnership with The Times, highlighting the campaign, experts, and CEO’s all reinforcing Charles Tyrwhitt’s brand messaging. The Business of Life Campaign was also supported heavily via a proactive press office, delivering high-profile media placement and news editorial in national, consumer & regional titles. 

RESULTS:

As The Business of Life Campaign featured across a multitude of titles, Charles Tyrwhitt saw their sales skyrocket across the collection, plus a significant uplift on their suit offering as working professionals returned to the office. 

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