Home / Knowledge / News / Apparel/Garments / Farah Vintage bags Menswear Brand of the Year at Drapers Awards

Farah Vintage bags Menswear Brand of the Year at Drapers Awards

22
Nov '11
Farah Vintage celebrated winning Menswear Brand of the Year at the Annual Drapers Awards in London. Hosted November 16th at the dazzling Grosvenor House Hotel, the UK's Drapers Fashion Awards are among the most coveted honors a brand could strive for. Celebrating style, creativity and innovation, it is a much sought after distinction by fashion labels around the globe; winning a title all but solidifies success in the marketplace.

This year, the competition was fierce as brands were judged by a panel of 12 industry leaders, including: Andy Rubin, CEO of Pentland Brands, Caroline Rush, Chief Executive of the British Fashion Council and Adam Creasey, Trading Director at Debenhams. The judging panel was asked to interrogate and analyze each of the finalist's promotional, sales and design activities over the past 12 months, in both a consumer and industry-facing capacity.

“The judges [were] looking for a menswear brand that consistently performs, offers the best sell-through or the best margin. This should be backed up by solid customer service to its wholesale stockists. The brand that [had] most improved or the one [that showed] the most interesting design or marketing direction,” explained Caroline Nodder, Editor in Chief of Drapers, on the criteria for choosing this year's award recipient. But the true emotion of the event was never more evident than in her opening speech when she stated: “Fashion, quite simply, rocks."

And it was perhaps that sentiment exactly that propelled Farah to the top of the menswear category as the brand is famous for its relationships with both mainstream and underground bands throughout Europe. Other brands to be shortlisted in the menswear category included, Lyle & Scott, Pretty Green, Ben Sherman and Without Prejudice.

In 2011, Farah focused on developing the brand's positioning within the UK market, investing in both the marketing and design silos of the business. This resulted in overall growth for the company with increased targeted distribution and greater media coverage, enabling amplified brand awareness and increased sales.

In 2012, Farah will continue to expand globally as the brand launches an integrated multiplatform campaign for the Spring/Summer season based around the brand's wide and diverse customer base.

"We have achieved another milestone in the revival of Farah. This award is a testament to the outstanding team developing the brand,” commented Francisco Gonzalez-Meza Hoffman, Managing Director for Perry Ellis Europe Ltd. “On behalf of Perry Ellis Europe, I would like to thank our retail partners for their continued support of the brand here in the UK and globally"

The Farah brand was born in the 1920s but it was not until the 1970s in the UK that it reached the cult status it holds today. The brand was acquired in 2005 by Perry Ellis International, Inc. The original Farah slack made from hopsack canvas became an immediate hit with the youth of Britain: slim cut, sharply tailored and featuring stain resistant technology, the trouser was unlike anything available at the time.

Perry Ellis International Inc. is a leading designer, distributor and licensor of a broad line of high quality men's and women's apparel, accessories and fragrances, as well as select children's apparel.

Perry Ellis International


Must ReadView All

Pic: Shutterstock

Apparel/Garments | On 15th May 2021

Australian govt earmarks Au$1 mn for boosting fashion industry

The government of Australia has earmarked Au$1 million to promote and ...

Pic: Sorbis / Shutterstock.com

Apparel/Garments | On 15th May 2021

Prime Content| US textiles & apparel imports grow 4.32% in Q1 2021

The import of textiles and apparel by the United States increased by...

Pic: Amanda Wakeley

Fashion | On 15th May 2021

British luxury fashion company Amanda Wakeley enters administration

The British luxury fashion designer Amanda Wakeley’s company, AW...

Interviews View All

Textile Industry, Head honchos

Textile Industry
Head honchos

Consumer sentiment will be conservative after lockdown

Textile Industry, Head honchos

Textile Industry
Head honchos

Fashion tech has to be lean and very productive

Textile Industry, Head honchos

Textile Industry
Head honchos

Increased need for online fitting solutions as retailers shift to...

Nantas Montonati,

Nantas Montonati

The Riri Group is a one-stop supplier of metal accessories for the luxury...

Chendhuran Sundar,

Chendhuran Sundar

It manufactures and retails menswear garments in India under the brand...

Amanda Cioletti,

Amanda Cioletti

The entertainment/character segment lead as the largest sector for the...

Andreas Lukas, Andritz Nonwoven

Andreas Lukas
Andritz Nonwoven

With forces in engineering and process development, Andritz Nonwoven...

Thomas Ong P S, NanoTextile

Thomas Ong P S
NanoTextile

Malaysian company NanoTextile Sdn Bhd taps into the potentials of...

Sameer Sonkusale & Rachel Owyeung, Tufts University

Sameer Sonkusale & Rachel Owyeung
Tufts University

A team at the Tufts University in Massachusetts was recently in news for...

Seema Agrawal, Artisan Saga

Seema Agrawal
Artisan Saga

Artisan Saga, founded by Kaushik Rajani and Seema Agrawal, is an online...

Seema Gujral, Label Seema Gujral

Seema Gujral
Label Seema Gujral

<b>Seema Gujral</b>'s designs for her eponymous label revolve around...

Vidur Adlakha & Riccardo Bennidini, La Fuori

Vidur Adlakha & Riccardo Bennidini
La Fuori

With an active presence in US, Italy and India, clothing brand La Fuori...

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

Leave your Comments


May 2021

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


Advanced Search