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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


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