Home / Knowledge / News / Fashion / Nautica revamps brand positioning and strategy
Nautica revamps brand positioning and strategy
03
Feb '16
Courtesy: Nautica
Courtesy: Nautica
American brand Nautica, a leading global lifestyle brand for modern nautical style, is shifting course with a re-imagined take on its image. Nautica's new approach to design and marketing celebrates the brand's roots in New York City and its established nautical heritage through its new message: "Inspired by the sea, designed in the city," it said in a press release.

Two years ago the Nautica team embarked on a brand journey interviewing over 15,000 people worldwide in an effort to better address the needs of its target consumer and refine their brand positioning. The results will enable the brand to resonate more with the target consumer, broaden its reach, and differentiate itself from other fashion brands.

"By concentrating on our target consumer and having a clearly articulated brand positioning, Nautica is truly being reimagined for a more modern, sophisticated take on nautical style," said Karen Murray, President of Nautica. "Unwavering focus on our consumer's desires has helped us refocus the brand's design and messaging to meet their needs in regards to style and sophistication. Our new advertising campaign is inspired by, and speaks to, our target's versatile lifestyle."

Starting with the Nautica Spring 2016 Collection, consumers will see an extended range of nautically inspired looks and styles that can be worn day-to-night. Infusing more neutrals, such as blacks, whites and tans, in addition to the brighter colors the brand is known for, adds more tonal pieces that allow for more versatile wearing occasions.

The men's selection will offer updated outerwear in new fabrications, such as high-twist poly and water repellent cotton nylon as well as new elements such as engineered pockets and inverted pleats. More wovens, sweaters, sport coats and pants have been added to help consumers build head-to-toe looks.

The women's line will include timeless pieces that are versatile. Consumer can expect to see day-to-night staples, like chambray shift dresses, tailored trousers, and modern jumpsuits, available in a feminine mix of neutrals and sea glass shades, the release said.

As the brand moves into Fall 2016, consumers can look forward to even more design updates, with the first runway debut of the brand's new direction at New York Fashion Week: Men's this February.

To serve the target consumer and build experience around the new positioning, a newly redesigned store concept has been created. The Nautica Cityscape concept, unveiled in Barcelona and Prague in late 2015, celebrates where the city meets the sea with a reimagined nautical environment, including a more sophisticated color palette, natural white oak flooring, and a redesigned storefront. Two US stores are planned to open this year. (SH)

Fibre2Fashion News Desk – India


Must ReadView All

China reportedly cancels trade talks with US, Liu He visit

Apparel/Garments | On 22nd Sep 2018

China reportedly cancels trade talks with US, Liu He visit

Washington is reportedly positive about arriving at a solution to its ...

AmCham Cambodia cautions US against possible sanctions

Apparel/Garments | On 22nd Sep 2018

AmCham Cambodia cautions US against possible sanctions

In a letter to US lawmakers, the American Chamber of Commerce...

Courtesy: ycloset

Apparel/Garments | On 22nd Sep 2018

Alibaba invests in clothes sharing platform Ycloset

Chinese garment sharing platform YCloset has completed an undisclosed ...

Interviews View All

Saket Garg, Garg Corporation

Saket Garg
Garg Corporation

The biggest challenge is lack of skilled workforce and competition from...

Shiladitya K Joshi, Truetzschler India Private Limited

Shiladitya K Joshi
Truetzschler India Private Limited

India ITME provides a platform to interact with our stakeholders

Rajiv Sirohi, Shara

Rajiv Sirohi
Shara

‘Portugal is taking away a major share of the mill made sector.’

Sandip Bhojani, Manthan Patel,

Sandip Bhojani, Manthan Patel

Krypthm Tradelink LLP is a Surat-based manufacturer of westernwear....

Harmeet Singh,

Harmeet Singh

New Delhi-based Jogindra Industries Private Limited provides an assortment ...

Abhishek Dhanuka,

Abhishek Dhanuka

Vyom International Pvt Ltd, established in 2002, is one of Surat's leading ...

Justin Gutierrez, INDA

Justin Gutierrez
INDA

The Association of the Nonwoven Fabrics Industry (INDA) has created a new...

Dave Rousse, INDA

Dave Rousse
INDA

INDA, the Association of the Nonwoven Fabrics Industry, serves hundreds of ...

Johan Berlin, Investkonsult Sweden AB

Johan Berlin
Investkonsult Sweden AB

Investkonsult Sweden AB are consultants in the nonwoven and absorbent...

Aditi Somani, Aditi Somani

Aditi Somani
Aditi Somani

Aditi Somani specialises in luxury fusion wear with international cuts and ...

Mike Hoffman, Gildan Activewear SRL

Mike Hoffman
Gildan Activewear SRL

Gildan Activewear, a manufacturer and marketer of branded clothing and...

Robert Brunner, Devereux

Robert Brunner
Devereux

Golfwear and menswear brand Devereux is set for greener pastures. Robert...

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


September 2018

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

news category


Related Categories:

Advanced Search