Savvi Formalwear: Case Study

The Company:

Formerly Gingiss Formalwear, Savvi has 240 stores across the US. 

The Challenge:

The bridal category is undergoing major changes, a move toward more casual weddings, and much competition from the emergence of the Tuxedo rental division of Men’s Wearhouse.  We are helping Savvi understand these changes, and restate their relevance to their targets. 

The Insight:

First, counter-intuitively, women are the most important targets for this male-use product.  Brides make most of the decisions when it comes to all wedding-related matters, and this includes the decision on how the groom will dress, and the overall style of the wedding.  So marketing must be geared toward the Bride.  Additionally, Men’s Wearhouse, through acquisitions of other competitors, have become the dominant player in the field.  Through research, we discovered the areas where Men’s Wearhouse are weakest in customer satisfaction, and we structured our latest Savvi campaign to focus on the “Savvi Difference,” where we outperform the competition. 

The Solution:

The relationship to the Bride starts very early in the cycle of decision making for the wedding, and ENRE@CH has created a wedding cycle approach to fit the right message at just the right time.  Interactive promotions for both Wedding and Prom help Brides and Teens start thinking about their choices, and thinking about Savvi specifically.  Direct Mail, personalized in a fun and creative way, brings the message home in a very involving fashion.  And print ads, videos, catalogs and email blasts keep the decision-making process on track, pushing customers toward the most “Savvi” choice.  

The Results:

Today, Savvi Formalwear is the #2 brand in the category, up from #4 when we first started working with them 4 years ago.