Moss Bros has upped its focus on younger shoppers aged between 15-18-years-old, with a new campaign called Prom Father.
Moss Bros Prom Father
The Prom Father offers styling tips and sartorial advice through a series of short films hosted on a dedicated section of the retailer’s website.
“The Prom Father character was created to communicate to a generation of shoppers who may never have previously bought a suit,” said chief operating officer Paula Minowa.
“Being the mother of a teenager I know first-hand how challenging it can be to find a voice that young people listen to.”
The retailer has been working with creative agency Portas on the campaign, which will run in all 124 stores and on digital channels, as well as bus sides and poster sites.