Ben Sherman’s senior vice-president of brand name management, Talbot Logan, told Drapers: “Footfall is down in main urban spots, which will make things tough, and we will continue to see this. As big section outlets continue to encounter worries, alongside with the expansion of ecommerce, we will see a resurgence of the unbiased retailer primarily based around local community.”
The brand name will also glimpse to shift some of its shop locations, to concentration on spots wherever they haven’t ordinarily experienced a existence.
“The electric power of Oxford Road or Madison Avenue is shifting,” described Logan. “Where we have been traditionally in London, is not automatically the suitable place. There are fantastic prospects to tie into spots wherever we haven’t been. We will be escalating doors, but recent locations will change. We will be in a position to just take advantage of the current market.”
Logan stated the brand name has been wanting at approaches to boost brand name penetration and just take the Ben Sherman encounter of “community and camaraderie” over and above the common retail channels. “We are wanting at brand name real estate and going out to individuals wherever they live and go out, to certainly extend reach into the lives and lifestyles of our individuals.”
This features tips for “TikTok impressed” communal residing areas, Ben Sherman pubs and barbers, to give individuals a diverse way of experiencing the brand name.
Logan stated Ben Sherman is concentrating on Uk towns which includes Brighton, Birmingham, Manchester, Leeds and London. It is also earmarking international locations in the US, this sort of as New York, Atlanta, Chicago and Miami, and Berlin, Munich, Cologne and Hamberg in Germany.
“We have been pushed by our individuals,” stated Logan. “We are looking at how the buyer has shifted, lifestyles are switching with far more get the job done-from-household prospects and the way you strategy housing and residing preparations. We’d been speaking about it just before Covid hit, but this has shifted the over-all dynamic and some of these prospects did not exist prior to it. The need for local community is going to turn out to be even increased. This is an option to do the unpredicted.”
Ben Sherman is also launching into new international markets, getting just inked a deal to open retail outlets in India in spring 2021. It is also launching retail and wholesale operations in South Korea in autumn 2021.
It will also undertaking into new types, with its very first fragrance established to launch in June 2021.