Waistcoats are definitely coming home, with a little help from Croud and Moss Bros

Credit: Fifa World Cup Twitter account

With the England football team shaking off the voodoo curse of the dreaded penalty shootout after their win against Columbia earlier this week, the demand for waistcoats has shot up according to research compiled by Croud as men aim to emulate the esteemed manager Gareth Southgate.

Following the historic victory, suit and formal menswear retailer Moss Bros noticed a considerable uplift in waistcoat sales through all digital channels as men looked to imitate the unlikely fashionista Southgate, who has adorned the sartorial garb thoughout the World Cup.

Data compiled by digital agency Croud showed that there was a notable peak in interest straight after the game according to Google Analytics:

When Croud then overlaid a more specific query - namely Gareth Southgate and his infamous waistcoats - it was clear there was a direct correlation, and client Moss Bros decided to capitalise on the trend.

With man of the moment Southgate claiming his fair share of headlines, and his unlikely status as a fashion icon being held up in the media it presented a clear opportunity for retailers and Moss Bros reacted with a Raheem Sterling-esque quickness.

Croud built a waistcoat paid search campaign, resulting in increased sales for Moss Bros. This was achieved by boosting bids across generic terms related to waistcoat queries, as well as increasing bid modifiers for audiences, with waistcoat sales going through the roof according to the retailer.

Croud’s client strategy manager Caroline Buckingham said: “In a fast-moving and highly competitive space like retail, it’s vital to stay up to the minute on the latest trends and developments - and this example from Moss Bros demonstrates the huge benefits of doing so. By being quick to react and implement best practice across the board, leveraging the power of our network of 1,700+ digital experts known as Croudies, we’ve been able to tap into an unexpected trend and boost sales for Moss Bros.”

Football might be coming home, but the real winner in 2018 is the waistcoat.

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