New Suit Direct campaign out to show “the suit is not dead”

A new campaign from Baird Group’s Suit Direct, which has opened 26 new high street stores since September 2020 – bringing its total UK store portfolio to 45 – aims to get the message across that the men’s suit is far from dead, and nor is the high street.

A six-figure budget was utilised for the campaign which will feature across billboards, as well as a digital and social push utilising images and video. The creative shows off the various ways men use suits in 2022 to express themselves.

Kevin Stone, Marketing Director at Baird Group, said: "With traditional dress codes loosening, men’s relationship with suiting is changing for the better. It’s no longer shocking to see CEOs and politicians going tie-less at events for example, or to see smart sneakers paired with a suit at weddings.”

The rise in working from home since the COVID-19 pandemic has led some commentators to believe that, with fewer people working in offices, suits and formalwear are no longer a staple item in retail offerings. However, Suit Direct’s campaigns shows the retailer is breathing new life into the category.

Stone added: “This changing landscape might be worrying to some, but our expansion in this market shows us that consumers aren’t ditching the suit – they’re simply making it work for them.”

Collections stocked by Suit Direct include in-house brands such as Limehaus and Racing Green, alongside menswear tailoring from the likes of Ted Baker, Ben Sherman and Marc Darcy.

Read our columnist Eric Musgrave's thoughts on Suit Direct here.