The "Landing in Style" campaign by Hackett London, launched in the UK in 2017, positions the brand as a provider of sophisticated, functional menswear tailored to the demands of a modern, mobile lifestyle. Central to the campaign is The Journey Suit, a product designed to maintain a sharp, crease-resistant appearance throughout a busy day, reinforcing Hackett London's promise of combining style with practicality. This addresses the specific challenge faced by professionals who require attire that can seamlessly transition from travel to business settings without compromising on presentation.
The market strategy leverages the insight that contemporary men are frequently on the move—whether traveling internationally or navigating hectic workdays—and need clothing that supports this dynamic lifestyle. The creative approach highlights the suit's innovative crease-resistant feature, positioning it not just as fashion but as a functional solution. By framing the product within the narrative of effortless style “landing” intact after a day of constant activity, the campaign appeals directly to the aspirational professional who values appearance but demands durability and comfort.
The choice of film as the medium, combined with the tagline and imagery, emphasizes movement and ease, differentiating Hackett London in the competitive fashion/apparel sector. The campaign’s modest digital engagement metrics—over 480,000 views with a relatively low volume of likes and comments—suggest a targeted appeal rather than mass market penetration, consistent with a strategy focused on niche yet influential urban professionals. Overall, the campaign blends product innovation with lifestyle relevance to reinforce Hackett London’s positioning as a premium brand for the discerning, on-the-go man.
FORMAT#9 SYMBOLIZE THE BENEFIT — Uses symbols or exaggerated visuals to represent the product’s positive impact.
The Hackett London 'Landing in Style' campaign centers on the Journey Suit’s crease-resistant property and its appeal to "the man on the move". The campaign description references both "sojourns across the globe" and "free falling into the office," with the title and hashtag "landing in style" strongly suggesting a metaphorical or symbolic visual execution. Rather than depicting the literal process of a suit staying uncreased, the campaign likely uses exaggerated or stylized scenarios—such as the idea of parachuting or dramatically arriving at work—to vividly symbolize how the suit keeps you looking sharp despite any journey. There’s no direct comparison to competitors, testimonial, or explicit step-by-step demonstration, but rather a creative, visually symbolic portrayal of the benefit at the heart of the campaign, consistent with FORMAT#9.
ADVERTISING FORMATS EXPLAINED: https://www.clapboard.com/blog/branding-and-advertising/brand-strategy/12-advertising-creative-formats
1. Ted Baker – Ted Baker positions itself as a contemporary British brand known for quirky yet sophisticated designs, combining classic styles with playful details. Its strong focus on quality craftsmanship, storytelling, and distinctive prints appeals to a younger, fashion-conscious demographic seeking refined yet unexpected apparel.
2. Reiss – Reiss specializes in modern, tailored clothing with a minimalist and elegant aesthetic. Positioned as an affordable luxury brand, it targets professionals who value polished, versatile pieces that seamlessly transition from work to social settings, emphasizing clean lines and premium fabrics.
3. Charles Tyrwhitt – Positioned as a heritage menswear brand, Charles Tyrwhitt offers classic British tailoring with an emphasis on formal shirts, suits, and accessories. It appeals to traditional, dress-conscious customers looking for quality craftsmanship, timeless style, and good value within smart-casual and business wardrobes.
4. Paul Smith – Paul Smith differentiates itself through vibrant British eccentricity blended with high-end tailoring. Its signature use of bold colors, patterns, and artistic touches creates a unique fashion identity that appeals to customers seeking luxury menswear with creative individuality and a sophisticated edge.
5. Gieves & Hawkes – Gieves & Hawkes is positioned as a prestigious Savile Row tailor with a historic legacy in bespoke and ready-to-wear menswear. The brand targets discerning customers who appreciate heritage craftsmanship, impeccable tailoring, and classic British elegance rooted in military and aristocratic traditions.
Q: What is Landing in style about?
A: Landing in style is a professional campaign created for Hackett London by the agency Rubber Republic and launched in the United Kingdom in 2017. This film-based campaign introduces The Journey Suit, a tailored menswear piece engineered with crease-resistant properties to maintain a sharp appearance throughout a busy day. Targeting the modern, mobile professional, the campaign uses sophisticated storytelling and sleek visuals to position the suit as the ideal choice for men who travel frequently or navigate demanding workdays. The campaign’s messaging and execution reinforce Hackett London’s commitment to combining style with practical innovation in the fashion sector.
Q: What creative device does Landing in style use?
A: Landing in style employs the creative technique classified as FORMAT#9 SYMBOLIZE THE BENEFIT in Clapboard’s 12-format taxonomy. Rather than showing the suit’s crease resistance in a literal or demonstrative way, the campaign uses symbolic and exaggerated visuals—such as the idea of “free falling” into the office or landing after global travel—to vividly represent the product’s key benefit. This approach leverages metaphorical storytelling to communicate how the Journey Suit keeps wearers looking sharp, making the functional advantage both memorable and aspirational within the context of the film.
Q: What is the campaign proposition for Landing in style?
A: The campaign proposition for Landing in style centers on Hackett London’s positioning as a provider of sophisticated, functional menswear tailored to the needs of today’s mobile professionals. By highlighting The Journey Suit’s crease-resistant design, the campaign addresses the challenge faced by men who require attire that transitions seamlessly from travel to business settings without sacrificing appearance. The messaging appeals to aspirational, style-conscious men who value both practicality and elegance, reinforcing Hackett London’s promise of innovation and reliability in premium menswear for the modern, on-the-go lifestyle.
Q: How does Landing in style rank in Clapboard's archive?
A: Landing in style holds a Clapboard Campaign Score of 63/100. This score reflects the campaign’s creative ambition, execution quality, and cultural relevance as assessed by Clapboard’s global ad archive.
Q: Who are the competitors in Hackett London's category?
A: In the premium menswear category, Hackett London competes with brands such as Ted Baker, which is known for its contemporary British style and playful design details appealing to younger, fashion-forward consumers; Reiss, which offers modern, minimalist tailoring for professionals seeking versatile, polished looks; Charles Tyrwhitt, recognized for classic British tailoring and value-driven formalwear; Paul Smith, which stands out for its bold, artistic approach to luxury menswear; and Gieves & Hawkes, a prestigious Savile Row tailor with a heritage in bespoke craftsmanship and traditional British elegance.
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