Mary Portas at Austin Reed-spun4

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Mary Portas at Austin Reed
It's a marketeer's dream to dust off and polish a brand that has fallen from favour. Numerous great fashion labels - Burberry, Gucci, Dior - happen to be picked off in the last Ten years by majestic creative directors and remodelled for that 21stcentury consumer. The secret is to hold on to the brand's DNA while seamlessly repositioning the merchandise, people and shops in a manner that appears so natural and relevant (and if possible, sexy) that people can't remember it ever being otherwise. The formula demands a forensic exploration of a brand's past,[url=http://peutereyjacketsuppliers.webmium.com/][b]Peuterey Jacket online[/b][/url], to discover the best strands and stories, before relaunching with gusto. Those stories need to be real - the very best brands trade on an expertise and trust that have been developed over a long time. When handled well, the transformation is certainly not short of an advertising and marketing Shangri-La. Austin Reed, it appears, has never visited Shangri-La.
Despite rock-solid history by the bucket load and an extraordinary amount of goodwill (myself included - my dad would be a fan), this is one heritage brand whose story remains,[url=http://peutereyjacketsuppliers.webmium.com/][b]peuterey down jacket[/b][/url], for whatever reason,[url=http://woolrichdeutschlandarcticparka.albirank.net/][b]woolrich outlet[/b][/url], undiscovered. Its website is hopeless and full of the type of selling drivel which makes fashion journalists groan: 'The Austin Reed Group boasts on the century of design excellence as well as an international reputation that's founded on personal service, remarkable tailoring along with a adoration for quality without compromise.' Not really a single mention of the eponymous founder. It then requires a good half-hour of online detective work to discover that Mr Reed was a small character. In the early part of the 20th century, this budding entrepreneur pounced about the growing numbers of white-collar workers descending on the Town of London who needed to dress as smartly his or her masters, at reasonable prices. In 1925 Reed launched one of the first affordable ready-to-wear suits,[url=http://woolrichschweizch.gengfl.com/][b]Woolrich Parka Winter Woolrich Online Shop Schweiz Sale Die Gute Qualität Woolrich[/b][/url], and in the years to come proved to be a vital force in crafting men's formal fashions for that generations of middle managers to come.
This spirit of innovation is entirely absent from the windows of the Bristol branch, where several dark suits within the men's window are concealed by signs offering a 'buy one,[url=http://giuseppezanottisneakerssale.webmium.com/][b]giuseppe zanotti Outlet Shoes for Sale[/b][/url], get one half price' deal. Come on, guys, you're supposedly selling a quality garment, not toothpaste. Let's suppose Burberry did the same (Roll-up! Roll-up! Two trenches for the cost of one). This seems like a business with no belief in what it's selling. The women's window is mercifully free of clutter, however it showcases the dark shapeless suits and bland blouses worn through the type of girl who gets chucked in the very first week of The Apprentice.
Shopability
You will find the expected racks of women's and men's suits,[url=http://peutereyjacketsuppliers.webmium.com/][b]Peuterey Jacket Peuterey Jacket Manufacturers Peuterey Jacket[/b][/url], with all the acccessories, but somebody has seen fit to show rugby shirts in matching colours one of the formal shirts - presumably in an attempt to get out of the workwear box. To give the company its due there are some quotations on the wall in the founder ('The dignity of economic demands dignified dress'), but an instore graphic doesn't a brandname relaunch make. In the background,[url=http://parajumpersoutletjackets.webmium.com/][b]parajumpers bear vest outlet Hampton Roads Technology Council[/b][/url], some 1980s tunes do little to dispel the impression this is a brand that is not entirely in touch with the current consumer.
Was I being served?
To my mind, this store's most engaging feature is a chap in the early fifties hovering within the cashdesk,[url=http://duveticadoudoune.halod.com/][b]Femmes Manteaux Duvetica Soldes Femmes Doudoune Duvetica Pas Cher[/b][/url], glasses halfway down his nose along with a tape measure round his neck. I'd bet my Pauric Sweeney handbag that he has been a fixture at Austin Reed for 25 many probably knows much more about men's tailoring than anyone else in Cribbs Causeway. Yet somehow in this (I'm afraid really quite boring) shop, encompassed by promotions and unconvincingly merchandised product, his expertise didn't shine through.
Verdict
They are interesting times for men's workwear. It has come full circle,[url=http://parajumpersoutletjackets.webmium.com/][b]parajumpers outlet jackets[/b][/url], now that it's cool to dress up again,[url=http://parajumpersoutletjackets.webmium.com/][b]parajumpers jackets outlet[/b][/url], men throughout Britain are looking for guidance in walking the tightrope between casual and formal dress. This ought to be Austin Reed's moment within the sunshine. It isn't a daunting fashion brand and so, anchored in more than A century of innovation and craft, it should be firmly positioning itself because the first and last place a bloke would go to for a suit. My advice? Switch off the bland music, ditch the tired promotions, fire the boring shopfitters and celebrate your specialism. It's your heritage that is the key to your future success - to toss it within the garbage such as this is nothing short of criminal.
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