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Dunhill to Spotlight New Brand Positioning in U.S.

The Alfred Dunhill brand can trace its roots all the way back to 1893 but its presence in the U.S. market over the years has been spotty at best.
In the Fifties, the London-based brand operated major stores on Rodeo Drive in Los Angeles and Rockefeller Center in New York and counted celebrities such as Frank Sinatra as fans.
But it slowly lost its grip on the market as management changed, stores closed and the brand cycled through a number of designers including Richard James, Nick Ashley, John Ray and Kim Jones.
Enter Andrew Maag, a former Burberry executive who joined the brand at the end of 2017 and promptly set out to “right size” the business and redirect its focus back to its core business. “We were really missing the mark in the luxury space,” he said. “But we’re just now experiencing a turnaround.”
That has been helped in large part by the positive reaction to the modern tailoring created by the company’s new creative director, Mark Weston.
At the same time, Maag said that since joining the company, one of his major focuses has been updating the fleet of stores. “They desperately needed to be brought up to relevant standards,” he said.
Next month,

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Via:: https://wwd.com/menswear-news/mens-designer-luxury/dunhill-to-spotlight-new-brand-positioning-in-u-s-1203042142/