Ever since we first looked at luxury in the downturn my mind has been racing with thoughts about the brands I love and how they might evolve during this difficult time. My love and admiration for the goings on along Savile Row are well documented and I dream of the day when, rather than longingly peer in to this magical world I arrive on this street for my first fitting. There is a saving plan in place so this should not be too far away. Change is not ordinarily a word that applies to this area of London but for one established tailoring name it certainly does apply.
As the steering force behind Norton & Sons, a 187 year old firm of tailors, Patrick Grant certainly believes that there is a certain order of things and a certain way to do things properly but this does exclude change. Norton & Sons recently appointed Moving Brands to create a new visual identity across all media to fit in with the new brand positioning and vision of new Director Patrick Grant and the results are beautiful.
Norton & Sons appealing to the Englishman at Large
Patric Grant himself describes it all far better than I ever could, so I'll leave you with his words...
“Having assessed the competition and created a customer journey for Norton’s, the creation of new stationery and retail material – including letterhead, compliment slip, business card, stickers, wrapping paper, passport book, customer order forms, garment labels, carrier and suit bags and more – was just the first step in an ongoing process that has included the recent tailoring of the Norton’s shop frontage to suit their new brand positioning. As well as appealing to a dynamic, younger market – ‘the Englishman at large’ – in creating the identity system Moving Brands also considered how the brand might apply itself to a broadened spectrum of applications and products and accessories (such as leather goods).”