In the week the UK saw the country’s first same-sex marriages, some brands are developing campaigns to appeal to gay and lesbian consumers looking to tie the knot. The move is part of a wider effort by brands to target the LGBT (lesbian, gay, bisexual, transgender) community in an attempt to better represent their customer base and tap into a multi-billion sales opportunity.
Menswear brand Moss Bros is displaying images of Union J band member Jaymi Hensley and his fiancé Olly Marmon wearing designs from its spring 14 collection in 80 stores across the UK. It is the first campaign from the 150 year-old company to target LGBT consumers. It claims it “overindexed” on gay and bisexual men last year in terms of social media activity.
Read more about how these brands target the LGBT community here.
