National Suit Drive: Men's Wearhouse and multiple local nonprofits focused on job readiness for disadvantaged men
In 2010, not only were nearly one in ten working-age men unemployed in the United States, but 82 percent of job losses from the recession impacted men.
Building on a multiple year campaign, the Men’s Wearhouse 2010 National Suit Drive attacked the “mancession” by encouraging men to band together and make a “bronation” of professional clothing to men in need.
Facing a slashed budget, Men’s Wearhouse adapted their annual National Suit Drive by harnessing the power of PR and creativity to provide a lighthearted solution to a real issue.
Throughout September, more than 1,000 Men’s Wearhouse retail locations across the country, in conjunction with approximately 200 nonprofit organizations, collected gently used men’s and women’s suits, slacks, shirts, ties, accessories, and more to help unemployed workers suit up for success.
Nearly naked street teams generated widespread consumer excitement as well as national news attention by wearing only boxers, ties, socks, and dress shoes and carrying signs that read, “Give the Suit Off Your Back.”
The campaign resulted in the two biggest sales days in Men’s Wearhouse history following campaign kickoff, higher than average coupon redemption amount and 110,000 articles of professional attire donated nationwide.
Judges applauded the creativity and playfulness of the National Suit Drive cause marketing campaign, noted the nonprofit infrastructure tailored to meet the national need and thought the brand/cause alliance was stitched together for a perfect fit.