SAS individualism for Uth store

Stocks Austin Sice has developed an interactive concept for fashion retailer Uth, to “celebrate individualism and expression”, at its flagship London store.

The company, formerly Jigsaw Menswear, is being rebranded after a management buy-out in March 1999. The project is due for September completion.

SAS has converted a changing room in the Covent Garden store into an interactive confessional booth, allowing visitors to record a 30 second video about any subject they feel needs airing.

Footage will be uploaded to the website, also being designed by SAS, for a September launch. It will offer visitors the chance to preview new fashion collections, make suggestions and explore work from artists and social commentators.

SAS director Nick Austin says: “Uth is offering its website as a platform for free expression in a way that is building the Uth brand, while encouraging customers to express themselves.”

New window graphics for the store have also been developed by SAS. “The shop window has a double aim – firstly to stimulate customers to come into the store and record their view, and secondly to promote being part of a growing interactive fashion community,” says Austin.

Speculation is mounting that retail group Arcadia is to scrap its Principles for Men fashion brand, closing 80 standalone stores and 70 franchises in Arcadia stores and Debenhams. An Arcadia spokesman was unable to comment as DW went to press, as the group’s interim results are due for release today.

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