Haworth Clothing Co.
"… a new brand with broad appeal"
Haworth has taken some of the British heritage and design credentials from James Aubrey but included them within a range with much broader customer appeal positioned at more competitive market price points.
It also embraces a customer younger than that of Kingston and, by developing the new Haworth branding, makes the overall range a much more viable Brand option for many members and one that justifies shop-floor space.
This is evident in that units bought by members for the Spring/Summer 15 launch range are more than double other menswear own brand propositions and that encouraging start has also been carried through into the recently shown Autumn/Winter 15 range.
Not only is there a strong core range with product in all the major menswear volume categories such as T's and jersey but it is built around a very strong promotional package that members can buy into as best suited to their own customer profile.
Some great location photography and Brand props give members' a source of marketing collateral to use in store to bring Haworth to life so it can stand up in its own right against leading brands and concessions.
Beales for example have taken the Brand guidelines and various material and executed the store window shown here as well as displaying the Brand to great effect in menswear departments.
Haworth is a contemporary, casual and broad appeal range that has been designed and positioned to compete with equivalent own brands in John Lewis, House of Fraser, M&S and Debenhams and give members enhanced margin and promotional opportunities.
Senior Product Developer
Tel: 0121 683 1437