Hardy Amies revamps for a younger audience

British couturier Hardy Amies is the latest in a line of traditional clothing brands revamping to appeal to a younger audience. It may seek to appoint a design consultancy for the task.

The news follows the acquisition of Hardy Amies last week by marketing group Cardington. Cardington chairman Simon Petherick says the brand will be “refreshed” over the coming months with the new look due to be completed by February 2002.

Although it is unlikely a formal consultancy pitch will be held to create the new identity, Petherick adds, “The idea of bringing outside people into the building is one that would work well. When you put an existing brand into a different context you need to look at how it is presented.”

Hardy Amies currently appeals to a mature market, according to Petherick. But he says Cardington intends to reposition it to appeal to a broader, younger audience.

The Hardy Amies name will remain, says Petherick, but he is looking at introducing further distribution channels for the clothing. “I’m a big Internet fan and we will certainly be looking at on-line services with the brand,” he says.

Hardy Amies received royal recognition in 1955 and sales are now in excess of $105m a year.

Since September last year, Burberry, Mulberry, Pringle and Jaeger – all traditional British clothing brands – have revamped store interiors or rebranded in an effort to broaden their appeal.

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