Moss Bros: From stuffy brand to sexy pants
Laura Morris and Jemima BirdTrinity McQueen and Moss Bros
Summary
This paper explains how applied insight has awakened the classic but outmoded heritage brand Moss Bros and taken it into a position in July 2014 where it has the confidence to "own menswear" and embrace the lifestyles and attitudes of young, urban, style conscious men with risqué campaigns celebrating same-sex marriagei and tattooed male modelsii.
Trinity McQueen has worked with Moss Bros since February 2013 to obtain compelling evidence into all aspects of the brand and target...