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Belstaff’s luxury positioning marked by new ad campaign and London flagship

Since acquired by Labelux Group in 2011, which now also owns Bally and Jimmy Choo, British fashion company Belstaff has been undergoing a repositioning strategy towards a more luxurious image and product offering, under the creative direction of Martin Cooper. To illustrate Belstaff’s new positioning, its Fall Winter 2012/2013 advertising campaign features British actor Ewan McGregor.

Ewan McGregor for Belstaff, Fall Winter 2012 2013 advertising

Belstaff’s British roots will be reinforced by the fact that its catwalk shows will only be showing in London (instead of Milan) and by adding ENGLAND to the logo of the brand. Furthermore, the company is planning a 2.500 sqm globla flagship store in London (Belstaff House).

Belstaff is also stepping up its retail expansion worldwide, having already added corners in Printemps Haussmann (Paris) and several Neiman Marcus locations in the U.S. In March this year, Harry Slatkin, Belstaff’s CEO announced that the company intends to generate over 50% of sales through wholesale and the rest by its retail network. Currently, there are only 14 mono-brand Belstaff stores, worldwide.

Another step taken by British designer Martin Cooper has been to extend the offering of women’s collection, Belstaff being known previously for its male oriented collections.

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