Household works on Moss Bros rebrand

Men’s retailer Moss is undergoing a rebrand led by Household.

The consultancy won a pitch in December to undertake a full rebrand and is now designing in-store branded environments for new stores. A new specialist London store, Moss Bespoke, launched last week and hints at the direction the main brand will take.

Other Moss offerings, including Ready to Wear and Hire, will be brought together under one roof and one brand, Moss, in the rebranded stores, which Household brand director Simon Stacey says will use a ’visual system’ to guide customers around the store. According to Stacey, ’The front part of the store will be clean, white, simple and fresh.’

Other areas will be defined by ’burnt orange, whisky colours and copper,’ he says, adding, ’As you go deeper into the store there is a richer and more indulgent experience.’ The first new-look store is planned for Manchester pending planning permission, but ’concepts have been developed for a number of different sites’, says Stacey, and one will open before the end of the year.

Using an in-store interface known as ’The A-Z of suiting’, customers will choose suits based on occasion and can select fabric and finishes onscreen in an accompanying lounge area, the Alphabet Bar – ’a conceptual name’, Stacey says – where staff will provide assistance and advice.

The company’s online presence is also being reappraised by Household. ’There will be a common DNA running through everything,’ says Stacey. The Moss identity – pictured here as part of the Moss Bespoke identity – has been adapted for the new stores ’with a kickback on the which will be reflected inside the store, according to Stacey.

Moss brand developments Household won a three-way pitch against Dalziel & Pow and HMKM to brand Moss Bespoke, a new store that opened in London last week The main Moss brand is now being overhauled by the consultancy with new-look stores planned before the end of the year Ready-to-wear, hired and bespoke suit buying are being reappraised under a new offer based on service.


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