Dalziel & Pow aligns House of Fraser brands

Dalziel & Pow has completed two major branding projects for department store group House of Fraser’s own-label fashion products. The retailer wanted the brands to compete more strongly with “bought in” brands on the shop floor.

The consultancy has created Linea, a new contemporary fashion brand for men and women, pitched at “smart career movers”. Dalziel & Pow came up with the initial “restrained” concept and developed packaging, labelling and point-of-sale material for it. Closer spacing is used in lettering on men’s products to give the labels a more masculine feel.

Following trials in the Army and Navy store on London’s Victoria Street, Linea is to be extended into House of Fraser stores across the country from the end of this month. Although initially intended as purely a clothing brand, it has already been extended to handbags and suitcases, and more accessories are likely to be added to the range.

The consultancy has meanwhile redeveloped The Collection, House of Fraser’s core fashion brand. Used for men and women’s fashions, gifts and accessories, it is clearly differentiated from Linea.

Monochrome labelling is made gender specific with the use of highlight colours. A repackaging project is ongoing, with the brand being updated in-store from August. Dalziel & Pow was appointed without a pitch.