Adams Haberdashers specializing in men's upscale business casual and traditional business attire. Kuru developed a variety of advertising vehicles to help Adams publicize its service-oriented offerings, including office and home fittings for custom-made suits and fashion consulting for firms and individuals transitioning to business casual attire.
Kuru developed this brochure in conjunction with Coppley
, a high-end custom-fitted suit manufacturer with 7-day turnaround time. (The big names in upscale custom-fitted men's suits are Hart-Schaffner-Marx, Hickey-Freeman, Southwick, and Coppley.) These suits range in price from about $750 (US) to several thousand, depending on fabrics, styles, and extras.
Coppley treated this brochure as a prototype for future advertising collaborations with its resellers, and Adams was selected as the first run. Kuru created the interior -- including the text, layout, and artwork -- while Coppley created the cover and handled printing.
Kuru developed a whimsical campaign -- available on an exclusive territory basis to men's stores -- promoting custom-fitted suits and business casual wear. Adams Haberdashers was one of the early adopters of our campaign, instantly recognizing its uniqueness and appeal.
Most men's clothing advertising features pouty-faced young models, unattractive layouts, and unreadable text. The result alienates the recipient -- who rarely resembles the model in either looks or age -- and results in the flyer being quickly discarded unread. Kuru's advertising looks so different and appealing that a man cannot help but read it.
Our campaign is designed for tri-fold brochures or larger-sized ads. Each exterior has an intriguing drawing or cartoon of some sort with a message aimed at the target market. The interiors fall into two broad types -- custom-fitted suits and business casual -- and are further customized by market segment.
There are over forty different designs for the exterior, broken down into four different market segments: doctors, lawyers, financial services, and the general public. The interiors fall into two broad types -- custom-fitted suits and business casual -- and are further customized by the four different market segments. Overall, this gives eight different interiors. (Whew!)
Shown below are one exterior and one interior from a piece targeted at doctors. The headline begins: "The human liver detoxifies thousands of metabolic by-products and poisons. Unfortunately, it can't fix a bad suit.". Appearing to the left is a medical-quality diagram of a human liver. Light and friendly, the brochure is more likely to be read than yet another boring fashion ad.
This four-fold brochure promoted Adams as a better choice than mall stores. Kuru created the concept, arranged and took the photographs, created the layout, and wrote the copy. Of the four panels on the brochure's outside, only two are visible when folded: the front with the recipient's address and the back with a pitch. The two interior panels contain maps: one from the nearby Mall at Short Hills and the other from Route 78. The back panel seen by the recipient shows a cartoon featuring Elvis impersonators and the caption, "Business casual doesn't include blue suede shoes".
Brochure Front Side
Brochure Top Inside Back Flap
Brochure Bottom Inside Back Flap
Brochure Back Center
Tommy Bahama, an upscale casual clothing line, provides its resellers with pre-printed postcards. These postcards are designed to be included in other mailings, since printing costs are prohibitive for the thousand or so postcards Tommy Bahama gives out. As a result, few stores ever use them. Kuru had, however, a much better idea.
We created copy for a Father's Day promotion that read like a vacation postcard. Typical, "having a great time, wish you were here", sort of thing. Clever laser-printer work -- not easy on a roughly textured card with ragged edges -- yielded great results -- more than a 6% return rate! -- without any printing charges or custom addressing fees.
Kuru created a postcard to publicize Adams annual summer clearance sale. Printed on bright yellow it is eye-catching with text that is simple and easy to read.
This direct mail piece combined a letter with a flyer to promote Adams' fall trunk show. Shown here is the flyer.
Ads produced by newspaper advertising departments were not supplying the desired results, so Adams asked us for a redesign. Using artwork we created for a previous Adams campaign, Kuru quickly, and inexpensively, put together a small ad to run in both the New York Times and New Jersey Star Ledger. Simple, direct, and elegant, with just the right amount of text, the ads yielded tangible results: a number of men telephoning for detailed information on Adams' office fitting service.