Ben Sherman returns to its roots

British menswear label Ben Sherman is bringing back its original logo to its autumn/winter collection this year, backed by the release of an archive collection to celebrate the brand’s history.

“The original Ben Sherman signature label is what consumers have always recognised and looked for. We are simply returning to our strongest brand identity that has very strong awareness in the marketplace,” said Talbot Logan, senior vice-president of Ben Sherman at Marquee Brands.

“It is what distinguishes a Ben Sherman and it most closely ties us to the man who created the brand. The signature logo will be rolled out across every brand touchpoint – from our websites, to our store signage, to our product labels and everywhere else.”

The archive collection features re-issued iconic prints and styles from the brand’s almost 60-year-history, but reinterpreted to suit today’s fits and silhouettes.

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“We are very proud of our heritage and our moniker ‘the king of shirts’. The archive collection lets us bring that heritage forward to today’s customers,” Talbot said.

According to Logan, last year, Ben Sherman focused on aligning its strategy “with the brand’s heritage in shirt-making and offering consumers an iconic British lifestyle assortment”. This year, the brand will work towards marketing its strategy to consumers.

“Each season we remain true to our legacy, but this season’s collection is more relevant than ever to our customers within Australia and New Zealand. Key pieces have points of difference for the shopper and we remain true to our smart-casual way of life,” he said.

“Launching the first wave of this strategy just prior to Christmas and across all channels has seen a very strong sales response from old and new consumers, which gives us great confidence in a strong winter 2020 season.”

Meanwhile, Ben Sherman will continue to grow its categories as a lifestyle brand; and later in the year, it plans to roll out its first fragrance for men to complement its grooming business as well as several music collaborations. The brand has also designed uniforms for the British team at the opening and closing ceremonies at the Olympics in Tokyo.

Other plans this year include entering new markets such as Italy and Spain, with final negotiations also in place for increasing the brand’s presence in Asia Pacific, Logan added.

The evolution of menswear

Designer Ben Sherman opened his first store in 1967 in Brighton, England, when he combined preppy Ivy League style with the bright colours and prints of the ’60s to create a new modern way of dressing, explained Talbot.

“Instead of dividing the world into ‘white collar’ and ‘blue collar’, Ben Sherman created a sense of inclusive community built on colour and individuality. This notion of inclusive community has never been more important than today. We share Ben Sherman’s vision of fashion as being a way to bring people together,” he said.

“Menswear continues to be an amazing sector to be in. Despite the challenges, menswear continues to have steady growth as men are becoming more comfortable and confident when it comes to dressing. The younger consumer is returning to a notion of “dressing up” but not in the traditional nested suit kind of way. Being able to supply their changing needs is an exciting way to keep yourbrand fresh.”


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