Budd Shirtmakers was founded in 1910 and is one of the most storied of all Jermyn Street’s shirtmaking establishments. It is also the only shirtmaker in England with a cutting room above its Piccadilly Arcade shop – so the maestro cutting and fitting your shirt is only ever one short spiral staircase away.
Budd Shirtmakers came to FDR London with a content brief that straddled all five of The Jackal’s channels. They wanted to reach an affluent London audience and to communicate to them the benefits of a bespoke shirt.
One of Budd’s biggest recruitment problems is fear of threshold. How do you get consumers to engage with a rarified heritage brand, to go somewhere their lack of knowledge might be exposed, and to understand the value of a bespoke, handcrafted product that costs a lot more than an off-the-shelf alternative?
We worked with Budd to create a coordinated campaign across print, web, social, email and an event. In print, we told Budd’s story and invited our audience to join us for The Jackal’s Party Season Masterclass, supporting the invitation through web, social and email. We also created two short films, one to introduce Budd’s senior cutter to demonstrate what goes into a handmade bespoke shirt, and a second, a how-to explaining the rules of contemporary black tie.
- The print story was published in an issue that achieved a circulation of more than 99,500
- Together, the films achieved more than 35,000 views
- More than 40 readers attended the event