Home / Knowledge / News / Apparel/Garments / Perry Ellis reveals new brand identity
Perry Ellis reveals new brand identity
16
Jul '12
Perry Ellis inaugurates a new era this fall with an updated brand identity inspired by the legacy of its namesake designer — and his spirit of optimism and modern wit — to create stylish, witty yet unpretentious clothes for the modern guy.

The new brand positioning will act as the guiding light for all marketing, sales and design activities, including a new logo that harkens back to the original Perry Ellis logo and redesigned packaging. The new identity will kick off with the Fall 2012 advertising campaign, which leverages “Very Perry Ellis,” a term affectionately used to describe the brand’s clothes during the designer’s heyday, as its tagline.

This new identity signals a major shift for the American sportswear brand, which relies on both a revised understanding of the Perry Ellis consumer and a renewed appreciation for what made Perry Ellis, the man, such a successful designer.

“We wanted to invigorate our brand with an updated personality to appeal to a younger man,” said Carmine Petruzello, president of Perry Ellis Menswear. “After months of research, we found that a sense of levity and irreverence was not only key to that consumer, but also embodied in our founding designer. So, we are defining our future by staking a claim in the past. Perry Ellis isn’t just the name on our door.”

That future will first be articulated through Perry Ellis’ advertising campaign this fall. The campaign, conceived by strategic creative agency YARD, eschews the dramatic beachscapes of campaigns past for a world of self-expression and fun. Four models star in classic back-and-white portraiture that is punctuated with an unexpected “Very Perry” pop of color and levity. Polka dots, a paper bow tie and an oversized flower appear to ‘photo-bomb’ the portraits, turning what is a typically serious moment in fashion into something light-hearted and fun.

The new campaign has a “Very Perry” tie to the past. Model Matt Norklun, the legendary face of the brand in the 1970s and 1980s, will make a reprisal in the fall 2012 campaign, uniting the updated brand position to its heritage.

“Our goal was to reimagine modern American sportswear and to do so in a way that speaks to men who seek a sense of freedom, fun, independence and wit,” says Stephen Niedzwiecki, Founder and Chief Creative Officer of YARD. “We created a ‘Very Perry’ world – a world of casual inventiveness where optimism is always an option and your style is instinctively distinctive.”

The campaign will launch in-store, outdoors and within the September issues of fashion books, including GQ, Esquire, Men’s Health and OUT.

The new campaign and brand position is another major initiative of the new executive team at Perry Ellis. It follows the addition of a new design team, led by Chief Merchandising Officer Doug Jakubowski, as well as the announcement of a collaboration with menswear designer label Duckie Brown, which will make its debut during New York Fashion Week in September.

Must ReadView All

Apparel/Garments | On 28th May 2017

Over 45% US retailers to use AI in next 3 years: Report

Over 45 per cent retailers in the US plan to utilise artificial...

Neelesh Hundekari speaking at the event. Courtesy: Subir Ghosh

Textiles | On 27th May 2017

Fabric of Change initiative announces €250000 scaling fund

The Fabric of Change initiative of Ashoka and the C&A Foundation is...

Apparel/Garments | On 28th May 2017

Naked Brand, Bendon sign agreement to reorganise

Naked Brand Group, a fashion and lifestyle brand, and Bendon Limited, ...

Interviews View All

Kamlesh Vaghela
RK Textiles

Very few machinery manufacturers have R&D units

Spokesperson
Hugo Boss

'Hugo Boss works with carefully selected sourcing partners'

Divyesh Mashruwala
Akshar Industries

Surat dominates foiling, embossing and pleating

Eamonn Tighe
Nature Works LLC

Eamonn Tighe, Fibres and Nonwovens - Business Development Manager of...

Johan Berlin
InvestKonsult Sweden AB

Investkonsult Sweden AB has been buying and selling second-hand textile...

Paolo Ocleppo
Sandvik Hyperion

Paolo Ocleppo, Rotary Cutting Segment manager, Sandvik Hyperion discusses...

Bani Batra

Bani Batra’s couture wedding collection is inspired by traditional Indian...

Prathyusha Garimella
Prathyusha Garimella

Hyderabad-based designer <b>Prathyusha Garimella</b> is known for blending ...

Pranav Mishra
Huemn

Designers Pranav Mishra and Shyma Shetty’s Huemn is known for its...

Press Release

Press Release

Letter to Editor

Letter to Editor

RSS Feed

RSS Feed

Submit your press release on


editorial@fibre2fashion.com

Letter To Editor






(Max. 8000 char.)

Search Companies





SEARCH

news category


Related Categories:
May 2017

May 2017

Subscribe today and get the latest update on Textiles, Fashion, Apparel and so on.

SUBSCRIBE


Browse Our Archives

GO


E-News Insight
Subscribe Today and Get the
Latest News Update in Your Mail Box.
Advanced Search