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British luxury knitwear retailer to reposition brand
13
Apr '12
To enhance its standing in the luxury knitwear market, UK's luxury and heritage cashmere knitwear label N.Peal is repositioning its brand with a new logo and creative in-store displays.

Branding and art direction studio Campbell Hay is helping the firm with its repositioning efforts.

According to a company statement, it is for the first time since restructuring and acquisition of the firm in 2007 that it is 're-addressing its brand visual identity' to grow its profits and develop its distribution network.

The new identity evolved by Campbell Hay draws inspiration from the brand's legacy and features the 1930s themes that relate back to the era when the company was first set up. The themes echo Britain's aesthetic and classic style of that time.

The creative concept would come to life in a new logo and creative in-store displays at N.Peal's flagship boutique in Mayfair based Burlington arcade.

Through brand repositioning, the firm intends to lure new young customers, while retaining its existing customer base keen for classic styles.

According to N.Peal Managing Director Adam Holdsworth, with five years of growth history it has now become important for them to develop the brand further and evolve a unique style with a potential to compete on a global platform, as they intend to develop their distribution network over the next few years.

Fibre2fashion News Desk - India

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