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

Pic: Shutterstock

Apparel/Garments | On 28th Feb 2020

Cambodian PM urges PRC to export raw materials by air, sea

Prime Minister Hun Sen recently urged Chinese ambassador to Cambodia...

Pic: Shutterstock

Textiles | On 28th Feb 2020

Pak govt urged to help clear consignments from China

The Sindh Industrial Trading Estate (SITE) Association of Industry...

Pic: Shutterstock

Textiles | On 28th Feb 2020

Coronavirus an opportunity for Indian textile industry?

While scientists across the world are busy developing vaccine and...

Interviews View All

Top executives, Textile industry

Top executives
Textile industry

The budget will give major impetus to textile and apparel consumption

Sonia Agarwal, Whitenife

Sonia Agarwal
Whitenife

‘The terms eco-friendly and organic are common but everyone perceives them ...

Siddharth Biyani, Mangalam Industries Pvt Ltd

Siddharth Biyani
Mangalam Industries Pvt Ltd

‘The manufacturing sector is improving day-by-day, becoming better in...

Harsh Shah,

Harsh Shah

Established in 1956 with a small beginning, Embee today manufactures a...

Wolfgang Muller,

Wolfgang Muller

Mayer & Cie is a leading global manufacturer of circular knitting...

Pratik Agarwal,

Pratik Agarwal

Breya is a brand of Indo-Western clothes for women owned by ABP Apparels...

Mark Paterson, Technical Absorbents Ltd

Mark Paterson
Technical Absorbents Ltd

Mark Paterson, R&D manager of Technical Absorbents Ltd talks about Super...

Sven Ghyselinck, Devan Chemical

Sven Ghyselinck
Devan Chemical

Headquartered in Belgium and with offices in the United Kingdom, Portugal...

Robin Grankvist, OrganoClick AB

Robin Grankvist
OrganoClick AB

Robin Grankvist talks about PFCs, additives and various chemicals used in...

Sarah Denise Cordery, Sarah Denise Studio

Sarah Denise Cordery
Sarah Denise Studio

Manchester, England-based Sarah Denise Studio provides relevant fashion...

Madhu Jain, Madhu Jain

Madhu Jain
Madhu Jain

She grew up in the walled city of Old Delhi, completed her studies, and...

Sailesh Singhania, Sailesh Singhania Label

Sailesh Singhania
Sailesh Singhania Label

The Sailesh Singhania label was created to promote handwoven sarees and...

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


February 2020

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


Advanced Search