# All-Purpose Denim Campaigns Mark's Jean's Campaign Touts Denim as the Go-To Pants for Men By Laura McQuarrie | Published 2014-08-20 | Marketing Source: Trend Hunter, https://www.trendhunter.com/trends/jeans-campaign References: [marketingmag](http://www.marketingmag.ca/brands/marks-wants-everythinginjeans-122513?rss=yes) & [marks](http://www.marks.com/) Fashion retailer [Mark's](https://www.trendhunter.com/trends/wood-finishing-series) has a new jeans campaign, #EverythingInJeans, that targets an audience of middle-aged urban men. The campaign is being launched to support the retailer's [ever-expanding denim collection](https://www.trendhunter.com/trends/silver-denim-collection), as well as to keep up with the youthful rebranding it underwent in 2010, which included dropping the "Work Wearhouse" from the company name. In this campaign, the [jeans for men](https://www.trendhunter.com/trends/snugfit-denim) are presented as the go-to choice of slacks for Canadian guys, suited for everything from weekend brunches to athletic and sporting activities. The #EverythingInJeans campaign takes inspiration from a research study that was conducted, revealing that the average Canadian man owns anywhere from four to six different pairs of jeans for wear during the week. ## Trend Insights (Trend Hunter) - Score: 4.8/10 - Popularity: 47% | Activity: 89% | Freshness: 8% - Audience gender: 90% men, 10% women - Primary generations: Gen X - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Marketing](https://www.trendhunter.com/marketing) > [Interactive](https://www.trendhunter.com/interactive) ## Key Themes ### What's Driving This Trend - **Middle-aged Urban Men Fashion:** Opportunity to create more targeted fashion campaigns and designs specifically tailored for middle-aged urban men. - **Youthful Rebranding:** Opportunity to rebrand and revamp marketing strategies to attract a younger audience while maintaining existing customer base. - **Denim Collection Expansion:** Opportunity to expand denim collections and cater to the growing demand for versatile and stylish denim. ### Who This Affects Most - **Fashion Retail:** Opportunity for fashion retailers to capitalize on the growing market of middle-aged urban men and their increasing interest in denim products. - **Marketing and Advertising:** Opportunity for marketing and advertising agencies to create innovative campaigns and strategies that effectively target middle-aged urban men and promote denim as a versatile choice for all occasions. - **Apparel Manufacturing:** Opportunity for apparel manufacturers to innovate and produce denim products that cater to the specific needs and preferences of middle-aged urban men, offering improved comfort, fit, and style. ## Related on Trend Hunter - [Inclusive Denim Campaigns](https://www.trendhunter.com/trends/torrid-jeans-for-life.md) - [Back-To-School Fashion Campaigns](https://www.trendhunter.com/trends/backtoit-campaign.md) - [Humorous Menswear Ads](https://www.trendhunter.com/trends/mens-wearhouse.md) - [Versatile Denim Capsules](https://www.trendhunter.com/trends/versatile-denim.md) - [Eco-Conscious Denim Collections](https://www.trendhunter.com/trends/mango-jeans.md) - [Authentic Men-Targeted Campaigns](https://www.trendhunter.com/trends/mentargeted-campaign.md) - [Redefined Masculinity Branding](https://www.trendhunter.com/trends/tough-guys-soft-sweaters.md) - [Curated Denim Capsules](https://www.trendhunter.com/trends/fall-24-collection.md) - [Accessible Sportswear Campaigns](https://www.trendhunter.com/trends/accessible-sportswear.md)