Interactive Case Study

RockTheSuit.com

Syms is an off-price institution. Their large selection of designer suits and “an educated consumer is our best customer” philosophy were part of the fabric of New York retail for years, and enabled expansion throughout the US.

With office dress codes trending more casual and the average Syms customer pushing age 50, the venerable retailer found itself in need of some new blood.

Stoner Bunting Advertising suggested they tap a fresh market. One that would need new suits, respect designer brands and appreciate low prices: recent or soon-to-be college grads who need to dress for job interviews.

The tactic for reaching this new demographic? An underground website called RockTheSuit.com, which gives twentysomethings advice on dressing well and surviving the corporate jungle, served up with enough humor and attitude to appeal to that demographic.

Just three months after launch, we saw thousands of visitors, hundreds of contest entries, launched a new Facebook page with a growing fan base, as well as received nearly ten personal invitations to career fairs across the region.