Breakaway is a relaxed, comfortable and back to basics personality.
The brand is targeted at mature men who love getting back to nature and enjoying the outdoors. They value comfort, quality, and convenience in their clothes.
The Breakaway campaign consists of outdoor location shots that are reminiscent of relaxing weekend getaways.
Marketing the brand consisted of traditional channels including seasonal catalogue, customer mail outs, print media, and in-store imagery to support promotions. Digital marketing channels included eDMs, social media, re-targeting, and website banners.