The publication has a key role to play in the high-street stalwart’s current repositioning, as Moss Bros seeks to shed its old-fashioned, hire-only image and find credibility as a modern-day retailer among its trend-aware target audience of young men.
Right from the cover, says content agency Haymarket Network, the formal menswear specialist underlines its updated positioning, featuring multi-tattooed model of the moment - and the face of Moss London - Billy Huxley. Inside, the magazine communicates the brand’s overarching ambition to make men feel amazing by ‘Suiting the Nation’, showcasing its great product range alongside style and grooming advice – and a few surprises.
“Using content to convey the next chapter in the Moss Bros story was a clear way to support our in-store, above-the-line and broad digital activity,” says Jemima Bird, Moss Bros Commercial & Operations Director. “A branded magazine that can be taken away and absorbed at leisure is the perfect way to help our customers reappraise our offer. And we’ve worked with Haymarket Network to create a truly contemporary look and feel that embodies the values of Moss Bros and will help us grow the community of Moss Bros shoppers.”
Moss Bros magazine is edited by Chantelle Horton, former editor of More magazine, and will be distributed free with purchases in store and online and supported by social media #mossbrosmag.
