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Lianna Basdeo John Smedley Presentation Slides

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Picture 25.​

Intoart, 2019. The collaboration of John Smedley [online]. Available via: Intoart [Accessed 21 March 2019]. ​

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Picture 26.​

Zhihu, 2016. The collaboration of Kaws and Uniqlo [online]. Available via: Zhihu [Accessed 21 March 2019].

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John Smedley Final Report Draft with References

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When things warm up, most guys start reaching for cotton and linen suits. It just seems the move - something that we've come to understand is the right thing to do. And there's nothing wrong with that. But me, I employ a different tactic. I do something that, when I tell people about it, makes them look at me sideways. Or, worse, with pity. I reach for wool.

Yes, wool. That quintessential cold-weather insulator. It's my fabric of choice when the mercury is high. Skeptical? I don't blame you. But before you up and leave, let me explain.

There's some solid reasoning behind wool as a warm-weather go-to. First, it absorbs and evaporates moisture more effectively than most other textiles, making it a damn good temperature regulator. On a cold day, sure, it'll keep you warm. But on a hot day? The right wool will cool you right down.

The right wool? That'd be a lightweight one. Wool is able to be woven less densely than, say, cotton, and still look professional. You get a fabric that's very thin, very breathable, and still presentable. So whereas a cotton suit may block that blessed midday breeze, my wools won't - so long as they're unlined. (Mine are. Yours should be, too).

So it's comfortable. And that's crucial. But beyond that, it's just plain easier to wear wool in the summer. It doesn't hold wrinkles like cotton or linen - especially linen - and the speed with which it evaporates odor-causing moisture (read: sweat) means it doesn't hold smells, either. All of which equates to less time ironing, dry cleaning, and generally fussing over the look of my clothing, and more time, you know, actually enjoying the summer.

Try giving that the side-eye.

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When things warm up, most guys start reaching for cotton and linen suits. It just seems the move - something that we've come to understand is the right thing to do. And there's nothing wrong with that. But me, I employ a different tactic.

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Wednesday

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Lianna John Smedley Presentation Practice Slides

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Edit with Recommendations

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John Smedley Draft Restructuring Attempt

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John Smedley Draft Restructuring Attempt

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draft, included introduction

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List of illustrations:

Picture 1:

Balenciaga, 2019. Women sneakers [online]. Available via: Balenciaga [Accessed 20 March 2019]. [ill.].

Picture 2:

Balenciaga, 2019. Ready to wear [online]. Available via: Balenciaga [Accessed 20 March 2019]. [ill.].

Picture 3:

Burberry, 2019. menswear [online]. Available via: Burberry [Accessed 20 March 2019]. [ill.].

Picture 4:

Maison Martin Margiela, 2019. Women knitwear [online]. Available via: Maison Martin Margiela [Accessed 19 March 2019]. [ill.].

Picture 5:

Maison Martin Margiela, 2019. Men knitwear [online]. Available via: Maison Martin Margiela [Accessed 19 March 2019]. [ill.].

Picture 6:

Acne studios, 2019. Women knitwear [online]. Available via: Acne studios [Accessed 19 March 2019]. [ill.].

Picture 7:

Youtube, 2013. Behind the brand [online]. Available via: Youtube [Accessed 19 March 2019]. [ill.].

Picture 8:

John Smedley Blog, 2012. Sports collection [online]. Available via: John Smedley Blog [Accessed 21 March 2019]. [ill.].

Picture 9:

Youtube, 2013. Behind the brand [online]. Available via: Youtube [Accessed 19 March 2019]. [ill.].

Picture 10:

John Smedley, 2018. Intoart collaboration [online]. Available via: John Smedley [Accessed 21 March 2019]. [ill.].

Picture 11:

Zhihu, 2016. The collaboration of Kaws and Uniqlo [online]. Available via: Zhihu [Accessed 21 March 2019]. [ill.].

Picture 12:

John Smedley, 2018. Intoart collaboration [online]. Available via: John Smedley [Accessed 21 March 2019]. [ill.].

Picture 13:

Intoart, 2018. Design [online]. Available via: Intoart [Accessed 21 March 2019]. [ill.].

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List of references:

Kraljević, R. and Zrinka, F., 2017. GENDER DIFFERENCES AND CONSUMER BEHAVIOR OF MILLENNIALS [online]. Hrčak: Libertas International University. Available at: file:///Users/mac/Downloads/aet_2017_0002.pdf [ Accessed 20 March 2019].

Euromonitor International, 2015. Millennials: Impact of their Behavior on Global Consumer Markets [online]. Available via: Passport [Accessed 20 March 2019].

John Smedley, 2019. Intoart [online]. Google: John Smedley. Available at: https://www.johnsmedley.com/uk/catalogsearch/result/?q=intoart [ Accessed 19 March 2019].

Zhihu, 2016. Collaboration between Kaws and Uniqlo [online]. Google: Zhihu. Available at: https://www.zhihu.com/question/44162465 [ Accessed 22 March 2019].

John Smedley, 2019. Lover over all [online]. Google: John Smedley. Available at: https://www.johnsmedley.com/discover/design/greta-bellamacina-x-john-smedley/  [ Accessed 22 March 2019].
Kering, 2018. Annual financial report in 2018 [online]. Kering: Kering group. Available at: file:///Users/mac/Desktop/balenciaga1.pdf [Accessed 19 March 2019].

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We presented our SS17 Womenswear collection at London Fashion Week on Friday 16th September 2016. The Poetry of Colour was revealed at our Soho show to an audience that was excited to see the latest Womenswear designs from John Smedley.

Inspired by British Brutalist architecture, neon pops of colour and a subtle contrasting pastel story is the theme for The Poetry of Colour.

British poet; Gretta Bellamacina created Silent Riot: The Journey of Sea Island Cotton especially for The Poetry of Colour. It provided the perfect backdrop for our presentation, illuminating every inch of the wall that it graced. The room, brought to life through Gretta's expressive literature; provided an insight to the story behind John Smedley's Poetry of Colour and gave subtle nods to the brands synonymous relationship with quality fibres.

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London Fashion Week SS17: Discover John Smedley

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We presented our SS17 Womenswear collection at London Fashion Week on Friday 16th September 2016. The Poetry of Colour was revealed at our Soho show to an audience that was excited to see the latest Womenswear designs from John Smedley.

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John Smedley 2018 Spring Summer Collection 

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John Smedley 2018 Spring Summer Collection 

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London Fashion Week : Men's | Spring Summer 2018 | Precision/Fluidity

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A project about millennial's consumer behavior 

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A project about millennial's consumer behavior 

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An article that gives information about the motivations of millennial's and their connection to brand experiences. This is relevant to understand their motivations.

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THE STEPH CASHMERE BLEND RIB OPEN NECK SWEATER

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Made In Italy 70% Wool 20% Silk 10% Cashmere

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https://myntuac-my.sharepoint.com/:p:/g/personal/n0817946_my_ntu_ac_uk/EcYiK7KvgTNJplCmaTrOry4Bh4Ps_xBDVyOgerTTIvZfHg?e=5AVf6O

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27.02.2019 John Smedley Womenwear 4Ps, Competitors

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Introduction

SWOT analysis

Improve design dimension

- Develop signature mark (not logo) by Q

- Collaboration with British artist by Q

- Introduce Diffusion Line by Q + M

Keep the British Heritage

- Craftsmanship by L

- Made in UK, Made by British by M

- British mood adv campaign by L

- Royal warranty by M

Innovate official website

- Introduce British mood by L

- Style suggestion by L
* millennials consuming behaviour

- Full price policy by M

Conclusion

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Preparation for next Team Project meeting

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Preparation for next Team Project meeting

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Posted 10 January, 2019 6:08 PM

Dear MA LFBM students,

Please would you ensure that your groups have undertaken the following work in preparation for our next meeting which is on Thursday 24th January:

Team manifesto

Team skills audit

Identify all the outputs associated with producing the team report

Identify all the key areas of research associated with the project

Identify Individual roles and responsibilities

Produce a detailed team Gannt chart

Visit flag ship stores and other key stockholders for the brand. Note all relevant observations

Undertake background reading to familiarise yourselves with the brand

Be ready to discuss additional progress and to evidence the production of the above for our next meeting.

Kind regards,

Alex

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John Smedley Competitors, Revenue and Employees - Owler Company Profile

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John Smedley's top competitors are Lyle & Scott, Sunspel and Pringle of Scotland. See John Smedley's revenue, employees, and funding info on Owler, the world's largest community-based business insights platform.

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Find John Smedley Stockists online - use our definitive list of retailers, featuring the best designer men's & women's stores in the UK, USA, Canada & Europe. Discover where buy John Smedley designer clothing online, we list stores selling, discount codes and sales for John Smedley

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John Smedley (industrialist) - Wikipedia

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In 1819 the younger John Smedley began work as an apprentice. In 1825 he took over the running of the mill, and started an energetic expansion of its operations. The mill at this time had already diversified from cotton to wool, and from simply weaving to knitting.

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John Smedley 2 - MA Luxury Fashion Brand Management Brief

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John Smedley is renowned throughout the world as a leader in the production of fine gauge knitwear products. Still family owned, the company continues to innovate while retaining the hand-crafted finishing techniques that have established its reputation for more than two centuries.

Peter Nightingale and his associate, John Smedley founded the company in 1784 at Lea Mills, Matlock, Derbyshire. Lea Bridge provided an ideal setting for the mill, as the brook that ran through the village provided motive power and a constant source of running water.

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Our Company History: Discover John Smedley

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John Smedley is renowned throughout the world as a leader in the production of fine gauge knitwear products. Still family owned, the company continues to innovate while retaining the hand-crafted finishing techniques that have established its reputation for more than two centuries.

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John Smedley  Consumer insight & opportunities

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John Smedley  Consumer insight & opportunities

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Lambs being kept as part of the wool industry | Source: PETA

By Elisa Allen August 10, 2016 14:00

LONDON, United Kingdom - The fashion industry is shifting. Led by a social and eco-conscious generation, today's consumers are increasingly demanding to know about the journey their garments took before arriving on the shop floor. It's this awareness that's caused a great many to ditch fur, exotic skins, and angora - after all, who can really feel good strutting around in a fur coat once you've seen images of foxes living alone and petrified in tiny cages and having their skin peeled off? Yet, somehow wool seems to have escaped such scrutiny - until now.

Over the last year, PETA has released several video exposés of the wool industry, documenting cruelty at more than 30 farms and wool sheds across three continents, including Australia - the world's largest exporter of wool. In what looked like scenes from a horror film, the investigative footage shows workers as they stomp and stand on sheep's heads, violently punch them in the face, and hit them on the head with electric clippers and hammers. It's truly the stuff of nightmares.

Investigators also saw sheep penned and denied food and water the night before being shorn, in part to weaken them so they would put up minimal resistance. One shearer explained, "Imagine if someone attacked you after you'd had a full meal, you'd have more fight in you; but if you'd been starved for 24 hours, you wouldn't have much of a fight."

Shearers are often paid by volume, not by the hour, which motivates them to work as quickly as they can. In their haste, nipples, ears, skin tags, skin folds and even penises are sometimes cut right off. If reading that makes you flinch - it should. It's as painful to a sheep as it would be if done to you or me. Shorn sheep are then left battered and bloodied - if they make it out at all. During one shearing session, a worker was caught on film as he twisted a sheep's neck so violently that it broke.

Many people who would never have touched fur continued to wear wool because they mistakenly believed that animals don't have to be killed or harmed in order to produce it.

Even those facilities that present themselves as "sustainable" and "responsible" are not immune to egregious abuse. At the Ovis 21 farm network in Argentina, eyewitnesses saw workers kneel on conscious lambs and cut through their necks with knives, causing them to bleed and vomit as they struggled, kicking and flailing. It's little wonder that Patagonia, which claimed that its wool was "responsibly sourced," cut ties with the supplier shortly after the video aired.

Other retailers are also reacting - Asos, Uniqlo, Topshop and , for example, have ditched wool that comes from mulesed sheep, who endure a mutilation in which dinner plate-sized chunks of the skin and flesh around their tails are cut off in a crude attempt to prevent maggot infestation. In line with her stand against fur, exotic skins, and leather, Stella McCartney has said she is looking into developing vegan wool alternatives. Even the supreme queen of knitwear, Vivienne Westwood, crafts some pieces in her renowned knit collections in cotton and linen. With so many humane alternatives, including bamboo, rayon, ramie, woven metal, soya silk, hemp, and microfibre, consumers and designers are rapidly running out of reasons to use the real thing.

Previously, many people who would never have touched fur continued to wear wool because they mistakenly believed that animals don't have to be killed or harmed in order to produce it. But the time for ignorance is over. We now know that whenever animals are viewed as nothing more than commodities to be turned into wool coats or scarves, fur trim or leather boots, cruelty will always be a part of the production process. And we also know that whether it's a frightened fox's fur, a calf's skin, or the wool from a gentle lamb, it's not "" and it's not ours for the taking. It had an owner who was robbed of it by greed and might. Now, with so many designers and retailers offering impressive vegan fabrics that are not only stylish but also warm and animal- and eco-friendly, isn't it time we leave wool and other animal skins out of our wardrobe once and for all?
Elisa Allen is director of PETA UK. The views expressed in Op-Ed pieces are those of the author and do not necessarily reflect the views of The Business of Fashion. Related Articles: How PETA Won the Angora Debate and What It Means for Fashion
Inside the Growing Global Fur Industry
Op-Ed | Conscious Consumers Are the Key to Ethical Fashion

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Op-Ed | Wool Can Be Just as Cruel as Fur

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Lambs being kept as part of the wool industry | Source: PETA By Elisa Allen August 10, 2016 14:00 LONDON, United Kingdom - The fashion industry is shifting. Led by a social and eco-conscious generation, today's consumers are increasingly demanding to know about the journey their garments took before arriving on the shop floor.

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Our debut fashion line is now on sale in John Smedley shops, centre stage in their celebrated Christmas window displays and available to buy online.
www.johnsmedley.com

This new capsule collection of garments designed by Intoart artists Yoshiko Phillips, Andrew Williams and Ntiense Eno Amooquaye is comprised of unisex jumpers, dresses, scarves and shawls all featuring hand-drawn designs created exclusively for John Smedley.

John Smedley has been producing the world's finest knitwear, and is heralded the world over for its dedication to quality, British craftsmanship and luxury fibres.

This collection represents the first collaboration of its kind for both Intoart and John Smedley, as well as the biggest commercial impact that Intoart has had on the design industry to date.

Process

The process of working closely with creative director and designer Holly Fulton, illustrator James Lambert and the John Smedley design team ensured that the final designs produced are true to the original lines drawn by each artist, and that their distinctive styles are preserved throughout the transition from paper to wool.

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Our debut fashion line is now on sale in John Smedley shops, centre stage in their celebrated Christmas window displays and available to buy online. www.johnsmedley.com This new capsule collection of garments designed by Intoart artists Yoshiko Phillips, Andrew Williams and Ntiense Eno Amooquaye is comprised of unisex jumpers, dresses, scarves and shawls all featuring hand-drawn designs created exclusively for John Smedley.

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Report From 2015 British Fashion Council

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Report From 2015 British Fashion Council

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This has John Smedley as a case study in terms of it's manufacturing.

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Would Paris still be Paris? Not at Maje. Palm trees, surfers and Ferris wheels flood the streets of the capital city throughout summer. A little bit of Paris elsewhere, and a little bit of elsewhere in Paris.

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Maje UK, official website. A ready-to-wear brand for women.

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Would Paris still be Paris? Not at Maje. Palm trees, surfers and Ferris wheels flood the streets of the capital city throughout summer. A little bit of Paris elsewhere, and a little bit of elsewhere in Paris.

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John Smedley SWOT Analysis _ Competitors & USP _ BrandGuide _ MBA Skool-Study.Learn.Share_

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Genevieve Sweeney Personalisation

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Description

Genevieve Sweeney Zodiac Illustration Unisex Knitted Tshirt

Introducing the first GS Summer Tshirt Collection with fantastical imagery of Zodiacs.
Illustrated by Artist Joe La-Placa, the hand-drawn illustrations have been brought to life through an innovative digital printing technique. The white cotton t-shirts have been knitted and constructed in Nottingham at a family run factory, ensuring the highest quality of knitted heavy cotton fabric that is easy care, breathable and soft against the skin. A unisex slim fit, a perfect Spring Summer t-shirt, wear tucked into cropped jeans, our knitted Melrose trousers or a leather skirt.
Discover the Zodiac collection with intricate hand-drawn details that bring together a twist of humour and imagination.

100% Cotton

Made in Britain

Machine Washable 30 degrees

T-Shirts are knitted and constructed in Nottingham

Digitally printed in Leicester

Our model is wearing a size small
5.8″ Height. Bust 33″

Unisex Slim Fit
Small: Chest: 48cm Length 64cm
Medium: Chest: 52cm Length 67cm
Large: Chest: 54cm Length 69cm

Additional information

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Genevieve Sweeney Zodiac Illustration Unisex Knitted Tshirt Introducing the first GS Summer Tshirt Collection with fantastical imagery of Zodiacs. Illustrated by Artist Joe La-Placa, the hand-drawn illustrations have been brought to life through an innovative digital printing technique. The white cotton t-shirts have been knitted and constructed in Nottingham at a family run factory, ensuring the highest...

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younger consumers; stylish; fashion

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1. Introduction

Acne Studios recognizes the importance of protecting the privacy of your personal data. We have instituted strict policies and security measures to protect the information you provide us. This is the Privacy Policy for our stores and the website hosted at https://www.acnestudios.com/ ("our website").

2. Who is responsible for the processing of your personal data?

The Swedish company Acne Studios AB, reg. No. 556504-7726 ("Acne Studios""We""Us"), is the controller of your personal data. Acne Studios' affiliated companies (including other companies within the Acne Studios group, joint ventures, franchisees and licensees) and selected suppliers may process your personal data on Acne Studios' behalf and in accordance with Acne Studios' instructions as stated below and are thereby processors of your personal data. You may contact Acne Studios at any time, please find our contact details below.
Mail address: P.O. Box 24266, 104 51 Stockholm, Sweden
Visiting address: Floragatan 13, 114 31 Stockholm, Sweden
Phone: +46 10 888 73 05
E-mail: customercare@acnestudios.com
You may contact our Data Protection Officer at DPO@acnestudios.com

3. Categories of data processed, purpose and legal basis for processing

3.1 General

Below is a summary of the categories of data that we process, the purposes of processing the data and on what legal basis we are processing your data. Our processing of your personal data partly depends on whether you have subscribed for membership with us or not. The processing of personal data relating to customers that are not members is described in section 3.2 below. The processing of our members' personal data is described in section 3.3 below.

3.2 Customers (non-members)

3.2.1 Data collected when you shop in our webstore or use our online services

Contact details: If you make a purchase online we will collect your name, address, e-mail address, telephone number, country of residence, date of birth, title (Ms./Mr. or other title) and social media account contact details. Not all information is mandatory for making a purchase. We have marked mandatory information with the symbol (*) on our website. We will use your contact information to (i) process your purchase/orders and any returns, exchanges and complaints you may have relating to your purchase; and to (ii) communicate with you regarding your purchase and to answer and administer any questions or comments you may have regarding our products or services. The legal basis is that it is necessary to process your data in order for us to be able to fulfill our contractual obligations to you under the purchase agreement. We will retain your data for as long as necessary for this purpose. We may also process your contact details to keep you informed, via email, SMS, letters, telephone, WeChat, Whatsapp and other social media, of our special events or promotions. The legal basis is our legitimate interest of being able to market our products to our existing customers. We may use your contact details for direct marketing purposes for up to 12 months after your latest purchase subject to your ongoing right to opt-out. You are entitled to reject our marketing messages at any time by clicking on the unsubscribe link included in each message or by contacting customer service at customercare@acnestudios.com.

Credit card details: If you make a purchase online and chose to pay by credit card, you will provide your credit card information on our website to finalize your purchase. Your credit card details will be protected using Global Sign Encryption. The legal basis is that the processing is necessary in order for us to be able to fulfill our contractual obligations to you under the purchase agreement. We will retain your data for as long as necessary for this purpose.

Previous purchases and returns: If you have signed up for an account we will store information regarding (i) your purchases and returns online, and (ii) your purchases and returns in physical stores, if you have provided your e-mail address to our personnel. Such information encompasses product, size, price and date of purchase. We will also store information regarding your recently viewed items. This will allow you to keep track of your purchases and returns, and recently viewed items, by logging into your personal account. The legal basis is our legitimate interest to provide you with the service of a personal account as requested by you when you signed up for the account. You may choose to deregister your account at any time. We will also save information on your contact details and previous purchases and returns during 36 months after the purchase to be able to administer returns and/or complaints. The legal basis is our legitimate interest to provide our customers with speedy and efficient service after the purchase.

ID number: If you chose to make your payment by invoice, you may be required to provide your personal ID number on our website. Your ID number will be directly transferred and available only to our payment service provider, which will process your ID number to be able to obtain a credit report and to facilitate your payment. The legal basis is that the processing is necessary for us to ensure accurate identification of our customers for invoice purposes and to fulfill our contractual obligations to you under the purchase agreement. We will retain your data for as long as necessary for this purpose.

3.2.2 Data collected when you shop in our physical stores

If you make a purchase in one of our physical stores we may process your e-mail address in order to be able to send a digital receipt to you. We will only collect your email address and send you a digital receipt if this has been requested or accepted by you. This processing is based on our legitimate interest of being able to provide our customers with a digital receipt on a voluntary basis. We will retain your data for as long as necessary for this purpose.

3.3 Members

When you subscribe to become a member, you will enter into an agreement with Acne Studios (the "Membership Policy"). You may sign up for membership by subscribing to the services provided by Acne Studios in accordance with the Membership Policy. The membership is completely voluntary and subscribing for membership is not a requirement for purchasing Acne Studios' goods.

3.3.1 Data collected when signing up for membership

When you sign up for membership (online or in Acne Studios' physical stores), Acne Studios collects your name, address, e-mail address, telephone number, country of residence, date of birth, title (Ms./Mr. or other title) and social media account contact details. Acne Studios processes the data to create your personal account and to process the membership which includes certain features such as (i) sending digital receipts upon request when purchasing a product in a physical store, (ii) sending out invitations to special events/promotions, (iii) personalized services in store, and (iv) profiled marketing offers through email, SMS, letters, telephone, WeChat, Whatsapp and other social media. The legal basis is that the processing is necessary in order for us to be able to fulfill our contractual obligations to you under the Membership Policy. We will retain your data for as long as necessary for this purpose.

3.3.2 Data collected when shopping online

Contact details: When you purchase a product online, Acne Studios will process your contact details for the following purposes; (i) to process purchases/orders and returns, exchanges and complaints; (ii) to communicate with you regarding the purchases and to answer and administer any questions or comments that you may have regarding Acne Studios' products or services. The legal basis is that the processing is necessary in order for us to be able to fulfill our contractual obligations to you under the purchase agreement.

Previous purchases and returns: Acne Studios will also process data regarding your contact details and previous purchases and returns online (product, size, price and date of purchase) during 36 months after the purchase. The information will be processed for the following purposes:
Administering returns and complaints. The processing is based on our legitimate interest to provide our members with speedy and efficient service after the purchase.
Allowing you to keep track of your purchases and returns by logging into your account. The legal basis is that the processing is necessary in order for us to be able to fulfill our contractual obligations to you under the Membership Policy.

Credit card details: If you make a purchase online and chose to pay by credit card, you will provide your credit card information on the website for the purpose of making payment for the purchase. The legal basis is that the processing is necessary in order for us to be able to fulfill our contractual obligations to you under the purchase agreement. As a member you may also choose to save your credit card details for future purchases, for the purpose of speeding up the checkout the next time you shop. The legal basis for this processing is your consent. We will retain your data for as long as necessary for this purpose.

ID number: If you chose to make your payment by invoice, you may be required to provide your personal ID number on our website. Your ID number will be directly transferred and available only to our payment service provider, which will process your ID number to be able to obtain a credit report and to facilitate your payment. The legal basis is that the processing is necessary for us to ensure accurate identification of our customers for invoice purposes and to fulfill our contractual obligations to you under the purchase agreement. We will retain your data for as long as necessary for this purpose.

3.3.3 Data collected when shopping in physical stores

When you shop in Acne Studios' physical stores, Acne Studios may collect and store information regarding (i) your clothing and shoe size, (ii) your clothing preferences (such as preferred colors and style) and (iii) other shopping preferences, provided that you have shared this information with Acne Studios' personnel on a voluntary basis. Acne Studios may also store data regarding your purchases and returns in physical stores (product, size, price and date of purchase) if you have provided your e-mail address to Acne Studios' personnel. This information is processed for the purpose of enhancing your future purchasing experience with Acne Studios and to provide customized service, which is part of Acne Studios' membership service. The legal basis for this is that the processing is necessary in our legitimate interests of providing you with the products and services that interest you, to generate Acne Studios' business and grow revenue as well as understand our customers better. We will retain your data for as long as necessary for this purpose.

3.3.4 Data collected when using Acne Studios website services

Acne Studios will store information regarding your recently viewed items when browsing Acne Studios' website. This will allow you to keep track of your recently viewed items, by logging into your personal account. The legal basis for this is that the processing is necessary in order for us to be able to fulfill our contractual obligations to you under the Membership Policy and in our legitimate interests of providing you with the products and services that interest you, to generate Acne Studios' business and grow revenue as well as understand our customers better. We will retain your data for as long as necessary for this purpose.

3.4 Newsletter Subscribers

If you have subscribed to one of our newsletters, we will use your contact details to send out such newsletter. The legal basis for this processing is your consent. The newsletters will be sent to you until you unsubscribe to the newsletter service.

3.5 Archive Subscribers

If you have subscribed to receive information and updates via e-mail and text messages regarding Acne Studios Archive events, we will process your name, telephone number, e-mail address, country of residence and gender to send out information regarding Archive events. The legal basis for this processing is your consent. The information and updates regarding Archive events will be sent to you until you unsubscribe to the service.

3.6 Customer service

If you have contacted Acne Studios regarding a complaint, return or question, the e-mail or chat conversation will be stored for as long as it is necessary to administer your matter, including following up on the matter within 12 months. Depending on the nature of the matter for which you are contacting us, the legal basis may be that our processing is necessary for us to be able to fulfill our obligations under the purchase agreement or Membership Policy, or that we have a legitimate interest of being able to communicate with individuals who contact our customer service

3.7 Anonymized data

It can be noted that we may also use anonymized data for our internal marketing and demographic studies to analyze, profile and monitor customer patterns in order for us to be able to improve our products and services.

3.8 Consent and withdrawal

By purchasing or receiving our products/services, you confirm that you have read and understood the content of this privacy policy. Where the legal basis for the processing of your personal data is your consent, you agree to Acne Studios' processing of your personal data in accordance with the provisions herein. Should you wish to object to, or withdraw your consent, to any of our processing, please contact us at customercare@acnestudios.com. Please note, however, that your withdrawal will not affect our right to process your data when such processing is necessary to perform our contractual obligations to you, and/or to the extent we are required to process your data by law or to defend ourselves in a dispute, to prevent fraud or abuse, or to enforce our Terms and Conditions. If you withdraw your consent to any consent-based processing, we will cease all such processing.

4. Does Acne Studios share your information with others?

Acne Studios does not sell or rent our customer's personal data to any other entity.
We may share your data with affiliated companies including other companies within the Acne Studios group, joint ventures, franchisees and licensees. If you have subscribed for membership with Acne Studios, we may combine your data provided to us with data that you have provided to such affiliated companies, for the purpose of improving our services to you, and to enhance your shopping experience when visiting an Acne Studios store in another country than your residence. The legal basis for the processing is that it is necessary for Acne Studios' performance of the Membership Policy.
Acne Studios may also share your data with selected suppliers who perform functions on our behalf such as fulfilling orders and delivery of orders, processing payments, carrying out promotional services or data management, to maintain our website, to distribute e-mails, to send out our newsletter, to provide client communications and to manage our customer database. As necessary, the personal data you provide to us may be processed by these third parties, solely on Acne Studios' behalf and in accordance with Acne Studios' instructions as data processors. We do not authorize any of our suppliers to make any other use of your personal data.
If Acne Studios and/or its subsidiaries are subject to an actual or potential merger or acquisition or similar transaction, we may share your data with potential and actual buyer(s) and their financial and legal advisers, subject to such third parties undertaking appropriate confidentiality.

5. Transfer outside of the EU/EES

We may share your data with our selected suppliers, who may process your data in countries both inside and outside of the EU/EES when performing functions on our behalf as set out in section 4 above.
If you have subscribed to membership with Acne Studios, we will share your contact details and information on previous purchases and shopping preferences with our affiliated companies both inside and outside of the EU/EEA (please see further under section 4).
Please note that countries outside of the EU/EEA may not provide an adequate level of protection for your personal data. Acne Studios has however taken appropriate safeguards to ensure that the receiving parties of your data in countries outside of the EU/EEA shall provide an adequate protection of your data. Such safeguards may be that the receiving party has joined the Privacy Shield (if the receiving party is a company established in the United States) or that the receiving party has signed so called standard data protection clauses adopted by the EU Commission. Please contact us at customercare@acnestudios.com if you want further information on what safeguards have been taken and if you want a copy of such safeguards.

6. Your data subject rights

In this section 6, we have summarized your data subject rights to request access, portability, rectification, erasure of your personal data, to restrict the processing of your personal data, to object to processing, and your right to lodge a complaint with the supervisory authority.
If you want to exercise your rights, please send us an email at customercare@acnestudios.com. Please note however that if you want to lodge a complaint with the supervisory authority, you need to contact the authority directly.
If you have signed up for a membership with Acne Studios you will also be able to access, rectify and erase some of your data by logging in to your private account. Login to your account
Notwithstanding anything to the contrary herein, Acne Studios reserves the right to keep and process your personal data in accordance with this policy to the extent necessary to perform our contractual obligations to you, and to the extent we are required to process your data by law or in order to defend ourselves in a dispute, to prevent fraud or abuse, or to enforce our Terms and Conditions.

Right of access
You have the right to obtain confirmation of whether personal data concerning yourself are being processed and, where that is the case, access to the personal data and information regarding, inter alia, the purpose of processing, the categories of personal data concerned, the categories of recipients to whom your data have been or will be disclosed, and the envisaged period of time for which personal data will be stored (or the criteria for determining this).

Right of rectification
You have the right to request rectification of inaccurate personal data concerning yourself, and to complete incomplete data.

Right of erasure
Under certain circumstances you are entitled to request that we erase your personal data or restrict our processing of your data, namely in the following events.
When it is no longer necessary for us to process your data taking into consideration the purposes for which it was collected.
When our processing is based on your consent and you have withdrawn your consent, and there is no other legal basis for the processing of your data.
When our processing of your data is based on a legitimate interest legal basis and you object to such processing, and there is no overriding legitimate ground for our processing.
When you have objected to our processing of your data for direct marketing purposes.
When your personal data has been unlawfully processed.
When the personal data must be erased for compliance with a legal obligation that applies to us.
When the personal data collected concerns a child (under 13 years of age) in relation to the offer of information society services.

Right to objection - direct marketing and profiling
You have the right to object at any time to our processing of your personal data for direct marketing purposes, which includes profiling to the extent that it is related to such direct marketing. If you object to our processing of your personal data for direct marketing purposes, including profiling, we will cease such processing of your data.

Data portability
If our processing is based on your consent or if the processing is necessary for our performance of a contract with you, you have the right to request that the data which you have provided to us shall be provided to you in a structured, commonly used and machine-readable format and you also have the right to transmit such data to another controller.

Right to lodge a complaint with supervisory authority
Please note that if you consider the processing of your data to be in violation of applicable data protection laws, you have the right to lodge a complaint with a supervisory authority, in particular in the Member State of your habitual residence or the place of the alleged infringement.

7. How do I unsubscribe from Acne Studios newsletters and emails?

If you do no longer wish to receive our newsletters or other emails, you can unsubscribe as indicated in the particular communication, i.e. by using the unsubscribe link which is included on all newsletters and other emails. You may also contact us at customercare@acnestudios.com.

8. How long do we keep your data?

We will retain your personal information for as long as necessary in relation to the purposes for which the data was collected or otherwise processed. Under section 3 above, we have specified the retention time, or the criteria for determining the retention time, for our processing of data in relation to the different purposes the data is being processed. In addition to the retention time stated under section 3 above, please also note the following.
Members: If you have not made any purchases, logged in to your account or used any of our services during a consecutive period of 36 months, we will terminate your membership and consequently we will not use your data for any membership services or marketing purposes thereafter. In such case we will delete your data unless we need to keep it for other purposes that are legally justifiable.
We will retain your personal information as necessary to comply with applicable legal obligations, to resolve disputes, and to enforce our agreements. Statutory obligations to retain data further remain unaffected.

9. Is it mandatory to provide personal data?

When you purchase our products online, or sign up for a membership with Acne Studios, we will inform you which data is mandatory by marking certain fields with a symbol (*). The provision of mandatory data is necessary for Acne Studios to be able to fulfill our contractual obligation to you, for example processing your order, or fulfilling the membership services requested by you.
When you purchase our products in our physical stores, you do not have to provide any personal data. Please note however that if you chose to receive a digital receipt, it is mandatory that you provide your e-mail address or otherwise we will not be able to send you the digital receipt.

10. Children's privacy and legal purchase age

Acne Studios does not wish to collect personal information from anyone under the age of eighteen (18). If you are under eighteen (18), we require that you inform and get your parents' or guardians' consent before purchasing anything or provide any personal data to us at acnestudios.com or any other website related to Acne Studios.

11. Cookies

We use cookies on our website. Please see our separate policy for cookies, which you can find on our website.

12. Modifications

Acne Studios reserves the right to occasionally make changes to our privacy policy or practices. We will post the updated policy on our website, and thus we encourage you to review this page from time to time.
Last date for modification: May, 2018

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1. Introduction Acne Studios recognizes the importance of protecting the privacy of your personal data. We have instituted strict policies and security measures to protect the information you provide us. This is the Privacy Policy for our stores and the website hosted at https://www.acnestudios.com/ ("our website"). 2.

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Pringle of Scotland Celebrating 200 year anniversary

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Pringle of Scotland Celebrating 200 year anniversary

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This is good example of how the brand shows the connection with the landscape to the garments and aesthetics of the brand, connecting to their origin and heritage.

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Pringle of Scotland 200 Year Anniversary Brand Campaign by Albert Watson

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At this moment in time, many of you may agree that summer seems a long way off. Not so, however, at Sunspel, where our new Spring/Summer collection has recently arrived. The season of bank holiday mini-breaks and long weekends away is not nearly as distant as it currently feels, and our new collection has been carefully curated to offer everything you could possibly need to pack in your suitcase, from easy camp collar shirts to super soft Japanese towels.
Taking inspiration from small-scale English creative studios, our design team have developed a collection that is reminiscent of the English summer - big cloudy skies and windswept plains, overcast with a soft, diffused light. This ambience is not restricted to the colour palette of steely blues, delicate pinks, and sea greens, but comes through in the clothes themselves too - soft, light, comfortable and pleasingly familiar pieces that are a pleasure to wear.

The delicately glazed fine bone china found in Reiko Kaneko's Stoke-on-Trent pottery studio provided the basis for the softer shades, while Paul Bailey's semi-abstract paintings of Essex landscapes inspired the heavier tones. These were mixed in with bold colour blocking, an idea that came from the handmade quilts of London-based textile artist Katherine May.

Our signature fabrics take a turn for the exotic with the introduction of tropical wools, cool cotton linens and soft organic cotton towelling. The pinnacle of luxury, our Sea Island cotton range, is expanded further still with the arrival of the Ian Fleming Collection: a refined menswear range designed in homage to the acclaimed author, who was a fan of Sunspel's rare Sea Island cotton and frequently dressed his famous spy, James Bond, in it too.

Light summer shirting and printed swim shorts round out the men's holiday wardrobe, while our womenswear collection sees delicate fabrics given luxurious twists. Silk blends with merino wool and bamboo cotton, as well as standing alone in a range of soft, sophisticated sleepwear that doubles up as underwear, loungewear and even daywear too.

Sat beside flattering jersey dresses, soft Vintage Wool knitwear and deep indigo selvedge denim, our sumptuous silk blend fabrics complete an elevated everyday wardrobe that is both easy to wear and incredibly elegant.

The finishing touch for this collection comes in the form of accessories, from suede trainers in a smart olive shade to colourful leather cardholders that are made in England, just down the road from the Sunspel factory itself.

Visit one of our or click the link below to discover the new collection online.

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INTRODUCING THE SUNSPEL SPRING/SUMMER 2018 COLLECTION | Sunspel Journal

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At this moment in time, many of you may agree that summer seems a long way off. Not so, however, at Sunspel, where our new Spring/Summer collection has recently arrived.

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Competitor's (Sunspel) Way of Connecting with Consumers

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Competitor's (Sunspel) Way of Connecting with Consumers

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Sunspel connecting with the target consumer by collaborating with The Gentlewoman magazine.

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Last Friday was the official launch of the Gentlewoman and Sunspel T-Shirt and never ones to let the opportunity for a party pass us by, we raised a toast to the fruits of our collaborative labours with friends and well-wishers.

The evening was a double celebration that also marked the launch of the much anticipated thirteenth edition of the Gentlewoman magazine, covered by the luminous Kirsten Dunst.

The team at Vitsoe were kind enough to host the event at their Duke Street shop - a lovely spot in Marylebone, just a stones throw from our Chiltern Street store. The company are world-renowned for the sleek, functional design of their iconic shelving system and so the shop was the perfect setting to celebrate the T-Shirt and the ethos of combining purpose with style that inspired it.

We put the versatility of the shelves to good use; hanging the T-shirts alongside stacks of the freshly printed magazine. Guests began to arrive shortly after 6pm and it wasn't long before the party was spilling out onto the street. After a few hours of merriment the bar ran dry and it was time to go home and put our feet up, ready to start the weekend.

Thank you to our friends at the Gentlewoman and Vitsoe, and to all who stopped by to join us in raising a toast to the perfect T-Shirt.

The T-Shirt comes in two fittingly timeless colours: white and navy and is available to buy exclusively from Sunspel, online and in-stores, and from thegentlewoman.com/shop
Photography by Adam Slama

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The Gentlewoman and Sunspel Launch Party | Sunspel Journal

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Last Friday was the official launch of the Gentlewoman and Sunspel T-Shirt and never ones to let the opportunity for a party pass us by, we raised a toast to the fruits of our collaborative labours with friends and well-wishers.

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The stockists that Sunspel used to reach a new demographic- contemporary younger men.

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The latest stuff to land at Oi Polloi headquarters

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The brand garments and layout has a more contemporary feel than JS.

There is a wider variety of options for styles.

Also there is a mixture of styling to suit both younger and old consumers.

The garments are actually shown on model and style unlike JS.

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British Luxury Men's & Women's Clothing | Sunspel

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Shop sunspel.com for the definitive range of luxury British staples for men and women, with exclusive products and free shipping available

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Information about their launch of womenswear store 

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Information about their launch of womenswear store 

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Luxury knitwear brand John Smedley has opened its third stand-alone retail store in London's Marylebone, with an emphasis on the brand's womenswear lines with a "softer, lighter design" than that of its Jeremy Street flagship.

The renewed focus on its womenswear lines comes as the brand has seen steady growth in its womenswear fashion sales since their creative direction change under the charge of Jess Mcguire-Dudley, marketing and design director and designer Chloe Cooper in spring/summer 2016, which has led to womenswear sales increasing by 35 percent at their retail and web stores.

The store design whilst aligned with the brand's Jermyn Street flagship store, has been designed with the female consumer in mind, with its "enhanced boutique" environment taking into account how the brand's female and family consumers shop, such as offering ground floor fitting rooms and walk ways designed to be large enough to be buggy friendly, as well as seating areas with selected British books across both floors to encourage dwell time.

John Smedley aims to capture female customers with new London store design

The design also reflects John Smedley's dedication to British craftsmanship, with bespoke wooden lighting by Tom Raffield, and vintage Ercol furniture that has been refurbished by John Smedley's own craftsmen at Lea Mills, Derbyshire to feature new extra fine merino wool seating covers as a nod to its quality fibres and dedication to sustainability.

Additional touches such as Derbyshire marble with rose polish represent the brand's home territory in a modern way, whilst steel racking systems are a nod to the industrial nature of John Smedley's manufacturing processes, said the brand in a statement.

Speaking about the store launch, Ian Maclean, managing director said: "We are delighted to launch our new store at New Cavendish Street in London's Marylebone. The areas dedication to maintaining a mix of artisan brands, that represent the breadth of long standing retailers, unique designers and desire to maintain a family friendly village mentality, is one that we feel completely aligns with our own desires for our brand. We are excited to see our brand launch alongside other British retailers such as David Mellor and Margaret Howell."

The 1,400 square foot store located on New Cavendish Street features both menswear and womenswear, with fashion and colour being represented on the ground floor, while its classic "modern-icons" are featured on the lower ground.

John Smedley has been creating knitwear at Lea Mills in Derbyshire for over 230 years and their fine gauge knits are sold globally, including in Harrods, Selfridges and Harvey Nichols. The British company also holds a Royal Warrant from Her Majesty the Queen.

Images: courtesy of John Smedley

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John Smedley launches womenswear focused store

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Luxury knitwear brand John Smedley has opened its third stand-alone retail store in London's Marylebone, with an emphasis on the brand's womenswear lines with a "softer, lighter design" than that of its Jeremy Street flagship.

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Lyle & Scott | Sale 60% off | Men's Lyle and Scott sweatshirts, polo shirts, shoes & more.

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Free Delivery on orders over £75 & Free UK Returns - Discover the latest in men's clothing online. Shop polo shirt, jumper & sports styles with Lyle & Scott. Lyle & Scott Ltd.

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Pringle of Scotland | Official Online Store

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Discover and shop the latest fashion collections for menswear and womenswear, including signature Scottish cashmere, luxury knitwear and looks from the catwalk.

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JS financial data analysis

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brunellocucinelli.com

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Discover Brunello Cucinelli collections on the online official boutique. Suits, dresses, shoes, sweaters, shirts and bags for men e women.

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loropiana.com

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Loro Piana operates in the industry making uncompromised quality its mission with a complete selection of ready-to-wear, accessories and gifts

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Search Mintel Academic - Mintel Group Ltd.

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An interview with the Head of Marketing at John Smedley

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An interview with the Head of Marketing at John Smedley

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This shows the classic men and style that reflection for the type of the man that wear John Smedley Jumpers.

This could be used for the marketing and to build a stronger story of the man that wears the brand.

They could use 'Modern Icons' or muses of actual modern characters that would wear the John Smedley Jumper.

They could make it relevant to global markets by choosing classic archetypes for each region or country that they will promote their product to. This will allow the consumer to connect more personally with they brand if they can see themselves as one of those men.

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James Bond, the ultimate British Secret Agent, is known for his good taste. Agent 007 saves the world in British tailor made suits and shirts, drives and destroys British luxury cars and superyachts where ever he goes, and calms down at the end of a long day in the field with a shot of Scotch whisky in a British crystal tumbler.

In this new article series, Bond Lifestyle takes a closer look at the 'Made in Britain' products used by Bond in the films and Ian Fleming novels.
With "Made In Britain" Bond Lifestyle refers to products of which the majority of the manufacturing process has taken place in the United Kingdom, meaning "United Kingdom of Great Britain and Northern Ireland" (which includes Scotland and Wales).
In the second article, we ask Jess Mcguire-Dudley, Head of Marketing & Design at John Smedley about the production of the John Smedley Bobby sweater seen in SkyFall.

Quick facts:
Product: John Smedley Bobby v-neck pullover
Seen in: SkyFall (2012)
Worn by: James Bond (Daniel Craig), disguised as a driver, waiting at the bar of his hotel for flight information and later continued to be worn underneath the Billy Reid coat in the following scenes. Also worn by Craig at some SkyFall premiere events ( see photo here and here)
Still available? Yes
Price: £140 - $265 - €185
Where to buy: John Smedley website USA - UK - Germany/rest of Europe
Jess Mcguire-Dudley, Head of Marketing & Design John Smedley
Can you tell us about the history of John Smedley?
John Smedley began in 1784, as a fine manufacturer of muslin and cotton cloth, quickly expanding in the 1800's into hosiery and knitwear and was one of the first companies to include branding in their garments using the signature 'Jaybird' logo and have their own in house sales reps, this allowed the company to rapidly expand in the UK and overseas.

Following this successful period the brand grew to world renown developing the signature knitwear lines known today, the 1950's and 60's saw a wave of celebrity fans including Marilyn Monroe, Audrey Hepburn, Tippi Hendren, The Beatles and many a James Bond championed the products. In fact the polo shirt worn by Sean Connery in Dr No is rumoured to be our classic polo shirt that is still unchanged and present in the collection today.
From the archives: John Smedley Bobby classic v-neck pullover Bobby, layered over their 3 button polo shirt
What does Made in Britain mean in the case of John Smedley?
For us this is so much more than just a strapline, John Smedley products are entirely made in Britain with all production taking place at our sites in Lea Mills and Arnthorpe we're incredibly proud to continue this tradition and champion the world class craftsmen who create our product. Over 50 people work on every single garment with many processes such as the neckline cutting still done by hand today, alongside this are 1.5 kilometres of the finest merino and cotton yarns and 1.2 million perfect stitches. Each garment is produced with pride and passion at its heart and that's something we will always champion.
Wool spools at John Smedley factory in Lea Mills
(click photos to enlarge)
Is the John Smedley Bobby completely made in Britain?
Absolutely!
John Smedley k nitting machine
Where is the John Smedley factory located?
Lea Mills, Matlock Derbyshire.
Quality control Making a Bobby sweater: seaming
What is happening exactly inside the facility?
The process starts with the yarn itself being spun into usable threads, these are then fed into our knitting machines down in the depths of the factory where we knit all panels, ribs and trims for each garment. Following this the pieces are linked together, seamed and the necklines cut, any additional collars, buttons and pockets would also be added at this stage. Finally we measure and press every garment before sealing it in our 'Made in Great Britain' garment bags and it is shipped off to a new home.
Making a Bobby sweater: pressing
How many people are working at John Smedley?
Over 400.
Cutting the neck
When was the John Smedley Bobby first made?
Bobby was introduced into the collection in the 1960's in answer to the need for a sleeker, smart silhouette that worked as a standalone piece or beneath suiting.
Sewing the neck Making a Bobby sweater: sewing Final touches: hand sew finish
What is your yearly production of the John Smedley Bobby sweaters?
Bobby is one of our core products and each season could be available in upto 25 different colours meaning the yearly production runs into 100's of 1000's.

What makes the John Smedley Bobby jumper stand out from its competition?
It is the world's finest sweater! This works in many ways in that our fine gauge merino knitwear is renowned the world over for its quality but also as a piece itself it is timeless, elegant and extremely well considered, designed to sit perfectly over shirting, beneath suiting or even just over a simple tee. In addition how many people can say their V neck was hand cut by a specialist in the depths of Derbyshire one of only two ladies in the whole of the UK qualified to do this by eye? And that's not even mentioning the host of like minded fans from Bonds to Royalty and many more in between so the Bobby customer is in extremely good company.

What are some of the advantages of producing in the UK?
The advantages are plentiful from the care and attention to detail put into every product to the fact that our consumer's know they are supporting traditional craftsmanship when they buy our product - there is an unrivalled quality in our garments that simply can't be replicated elsewhere.

What are some of the challenges of producing in the UK?
Producing in the UK can create some challenges, most of our craftsman have a tenure of a minimum of 10-15 years with plenty exceeding 20-30 years service so far which is amazing in terms of the skill level they have developed, but the challenge is now finding equally talented or trainable new generations of craftsmen who are willing to learn a traditional craft and keep these skill sets going. I would love to see the government put more into apprenticeships and support packages so we can keep these skills alive for the future.

What is your favourite Bond film?
I would have to say SkyFall - excellent sweater wearing in between the stunts.
Read more about John Smedley in SkyFall
Who is your favourite James Bond actor?
Controversial, but I actually loved Timothy Dalton!

Buy the Bobby on the John Smedley website:
$255 (USA) - £155 (UK) - €210 (Germany/rest of Europe)

Bond Lifestyle wants to thank John Smedley for their participation.
Stay tuned for the next episode of the 'Made in Britain' webseries!

Other Made In Britain articles:

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John Smedley Bobby - Bond Lifestyle Made In Britain

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James Bond, the ultimate British Secret Agent, is known for his good taste. Agent 007 saves the world in British tailor made suits and shirts, drives and destroys British luxury cars and superyachts where ever he goes, and calms down at the end of a long day in the field with a shot of Scotch whisky in a British crystal tumbler.

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1.   4Ps(Product, Price, Place and Promotion), target market and competitors based on Men, Women  + Younger

Men - Penny

Women - Lianna

Younger  - Qianwen

2.       SWOT analysis (prepare for  1 thing  of each section)

Strengths

Weaknesses

Opportunities

Threats

3.       Preparing questions about the objectives for John Smedley

1)      To reinvent the official website  (Penny * Compare to mrporter.com or Farfetch.com)

2)   To improve design to appeal to younger (Qianwen, Logo or unique design)

e.g. collaborate with relevant artist or talented designer

3) Do the brand equity, awareness, value etc. (Lianna)

4.       Financial analysis by MINHO

·       WED 02.00 pm

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John Smedley Autumn/Winter 2015 Menswear show report

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Explore the looks, models, and beauty from the John Smedley Autumn/Winter 2015 Menswear show in London on 12 January 2015

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produce different products' sections; mature; simple;

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Competitor -Sunspel Revival through changing of demographic

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Competitor -Sunspel Revival through changing of demographic

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Key points

Sunspel modernise the brand.
'from an old-fashioned one to a heritage label with a contemporary spin for a younger consumer'.

'The target audience went from a 60-plus male buying merino wool, long johns and cotton boxers to a 30 year old creative who liked design, simplicity and quality.'

They stocked the new collection in a contemporary platform Oi Polloi.

'It must be a British brand for a British customer'.

'Too many brands rely on the Britishness to sell overseas but they aren't relevant to a British customer. If part of your DNA is actually British then you have to be relevant to the people in this country and young people, otherwise your not going to grow'.

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LONDON, United Kingdom - A Levi's advertisement in 1985 showed a buff, young model washing his jeans at the laundromat, wearing nothing but a pair of crisp, white boxer shorts. He was wearing little-known British label Sunspel and the popular image brought the brand into the zeitgeist.

Having started out in 1860s supplying underwear to the British Empire, Sunspel designed the first pair of boxer shorts in 1947 and built up a business selling Sea Island cotton t-shirts and underwear. But the 1980s revival boosted by the Levi's advertisement wasn't to last. A lack of investment in new products, a shift in consumer preferences to different styles and brands and a reliance on making private-label underwear for other labels, left the Long Eaton, Derbyshire-based business in distress. The owner was Peter Hill, the 81-year-old great grandson of the founder Thomas Hill and a chance encounter with ex-barrister turned brand manager Nicholas Brooke in 2005 was the start of Sunspel's second revival.

"I went and saw him, saw this incredible history, he explained the fabrics and the expertise of the people making everything. I fell in love with it straight away, the amazing story that simply wasn't being told and the way it was presented wasn't giving it it's due," said chief executive Nick Brooke in the brand's Chiltern Street store in London's fashionable Marylebone.

With business partner Dominic Hazlehurst, Brooke took over the business with a "small loan" and some borrowings against the existing factory. 12 years later it is an £11.5 million ($15.2 million) business, with 20 percent year-on-year growth for the last three years.

Brooke's first step was modernising the brand from an old-fashioned one to a heritage label with a contemporary spin for a younger customer. The target audience went from a 60-plus male buying merino wool long johns and cotton boxer shorts to a 30-year old creative who liked design, simplicity and quality. The prices also jumped about 20 percent. The first collection was a set of t-shirts, polo shirts whom they sold to via fashion-forward independents like Oi Polloi in Manchester.

He significantly cut back on wholesale, as well as the white label underwear it made for brands like and Richard James, the Savile Row tailor. We realised the product was so good "it should be being done for the brand" and not for other labels, Brooke said. Today, white label is about 1 percent of the business, from 15 percent. They still supply Harrods and Margaret Howell.

He also cut their reliance on Japanese buyers like United Arrows, Beams and Ships, from 40 percent of the business to about 10 percent today. The feeling was "it must not be reliant on Japan, it must be a British brand for a British customer," said Nick. "Too many brands rely on Britishness to sell overseas but they aren't relevant to a British customer. If part of your brand DNA is actually British then you have to be relevant to people in this country and young people, otherwise your not going to grow."

That is one core reason behind the brand's success in a crowded $28.5 billion designer menswear market, according to Brian Trunzo, senior menswear editor at WGSN the fashion forecaster in New York. "You can't invent that kind of heritage, having 150 years of business to your name," he said. "At the point of sale, for that wealthy, considered luxury customer, obviously there are a lot of high-quality products but if you given him a story as well, a story that's authentic, that gets picked up immediately and they become a loyal customer. It's about storytelling."

It wasn't an overnight success. The first year in 2005 revenues reached just £1.6 million. The brand needed to reinvest in the factory, add designers, new products and marketing.

A key turning point for the brand was the arrival of Jonathan Anderson as creative director in 2009.

A key turning point for the brand was the arrival of Jonathan Anderson as creative director in 2009. The then-relatively unknown designer - who now heads design at his namesake J.W. Anderson label and at - contacted Sunspel about designing for them because of his obsession with British manufacturing, said Brooke. He was made creative director a year later and set about updating the fit of the products, the packaging and the branding - that all hadn't been changed since the 1970s. He was a "catalyst for change," by adding new products with a modern design while retaining elements from Sunspel's archive and the expertise of their English factory in Long Eaton, where they develop new fabrics and still make about one-fifth of all their products. He left in 2013 when LVMH bought a stake in his own label and he was appointed creative director of Loewe.

One popular design from Anderson is the £145 ($190) grey melange hoodie that uses an old loopback cotton they updated. Today the design team is lead by Pascale Pinxt who has adding womenswear, women's underwear and collaborations like the Ian Fleming Foundation collection of woven cotton shirts and knits using Sea Island cotton from Jamaica, where the author wrote Goldeneye.

"We limited what we tried to present. The great t-shirt in core colours and a seasonal palette, our polo t-shirt and underwear," said Brooke of his first collection. The type of product Sunspel offers, like a $100 white cotton t-shirt, might historically be supplied by catwalk designers in their pre-collections, but as brands like Givenchy and inject more trend-led design and brand DNA into these this has changed, said Damien Paul, head of menswear at Matchesfashion.com. "This left a gap for items such as the perfect crew neck sweater, t-shirt and so on, and I feel this created an opportunity for other brands to fill in the gaps in men's wardrobes. Sunspel as a fine jersey specialist is one label that I feel benefitted from this. Their heritage is in underwear but they have brilliantly developed their fine jersey offer and hit the sweet spot mixing classic design with attention to detail in fabrication and cut."

It has started to translate across the globe too. In the US, Barneys New York, Saks Fifth Avenue and Ron Herman stock Sunspel's t-shirts, as well as influencing stockists like Mr Porter, Le Bon Marché, Selfridges and Harrods.

But Sunspel really gained sales momentum once it launched its own retail stores. The first was a small corner space in Redchurch street in Shoreditch in 2010, when the area was still considered part of the London's edgier East End and the only other retailers in the area were French brand APC and Aesop. "It was a statement. We were setting up the positioning of the brand as contemporary," said Brooke. The stores have modular adjustable clothes rails, light wood flooring and spacious, clean lines that reflect the brand's pared-back aesthetic and allowed Sunspel to better control the customer-brand experience. With low rents, the brand broke even in its first year. Today the store has tripled in size, and and Versace's Versus label are neighbours.

"It created a repeat customer and a loyal customer who is an advocate of the brand and that's incredibly important," Brooke said. In fact, the CEO said he never opens with an immediate expectation of growth, rather the stores become more successful as loyalty increases. The success of Shoreditch prompted another five stores in London in five years, another in the Mitte area in Berlin and this year they opened three in Japan with a partner.

Brooke said they are looking to open in New York and a pop-up in Paris. That's supported by an online site that accounts for 30 to 40 percent of sales, driven in part by repeat buyers stocking up on favourite items like polo shirts.

"My long-term ambition is for Sunspel to have a global footprint of stores in strategic cities. I don't have a picture of large amount of stores. I don't think that's the future. A smaller number of very beautiful stores supported by online - that tells the story."

With a repeat customer interested in their core product offer, retail industry veteran and consultant Richard Hyman said the British brand looks set for further growth.

"Sunspel have got something, I think. It is extremely challenging out there, the customer has more choice than ever before and you have to be extraordinarily good and differentiated to really stand out and the interesting thing about Sunspel is the way in which it stands out, its a relatively subtle nuanced brand," Hyman said. "Longevity is about getting those customers to experience what you offer and want to come back for more, that is the key in my view, and I have to say, Sunspel have caught my eye, I think they look quite interesting commercially."
Editor's Note: This article was revised on November 14, 2017. A previous version of this article misstated that following a Levi's ad in 1985, Sunspel went from making up 1 percent to 20 percent of the UK underwear market over the next five years. This is incorrect. Related Articles: JW Anderson Experiments With 'Workshops' Uniting Culture and Commerce Britain's Fashion Brands Target Tech-Savvy Men to Lift Sales

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LONDON, United Kingdom - A Levi's advertisement in 1985 showed a buff, young model washing his jeans at the laundromat, wearing nothing but a pair of crisp, white boxer shorts. He was wearing little-known British label Sunspel and the popular image brought the brand into the zeitgeist.

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1. Identify the competitors
2. What competitors are doing in the summer season or year around
3. Understand the target market and customers
4. Lianna posted useful materials on the padlet, let's be well aware of them.

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This year Wool Week runs from Sunday 9th October until Sunday 16th October. This prestigious event will be opened at the John Smedley Jermyn St store by John Smedley, Alex James (musician, writer, and presenter of the film Slowing Down Fast Fashion) and The Campaign for Wool.

The relationship between the three hosts began several months ago; HRH The Prince of Wales, Alex James and The Campaign for Wool chose a John Smedley garment to be buried in the grounds of Clarence House as part of a test on sustainable fibres. Knowing that John Smedley's Merino wool is entirely ethically sourced, sustainable and bio-degradable the garment was buried alongside a synthetic version by HRH and just 4 months later both were dug up by Alex.

A reveal of both garments which proves the biodegradability of Merino Fibre will be showcased at the Jermyn St. launch of Wool week.

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This year Wool Week runs from Sunday 9th October until Sunday 16th October. This prestigious event will be opened at the John Smedley Jermyn St store by John Smedley, Alex James (musician, writer, and presenter of the film Slowing Down Fast Fashion) and The Campaign for Wool.

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In the way that the Tod group has made their Italian idea through the communication of their brand identity, John Smedley could use this as inspiration.

John Smedley could invest in more storytelling of the heritage and culture that it originates from. Showing classic 'British' that has been updated and contemporary to the changing culture to resonate with a modern classic consumer.

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This could promote sustainability practices of the brand

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This could promote sustainability practices of the brand

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This could be an idea for the brand pursue the goal of showcasing a sustainable fashion angle
and relate to a more ethically minded consumers.

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The Black Sheep x John Smedley - Discover John Smedley

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John Smedley is delighted to launch 'The Black Sheep x John Smedley', a four piece assemblage offering a unique variation to our traditional garments in celebration of this event.

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Art Exhibition at John Smedley Store Collaboration with Artist Guy Haddon-Grant 

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Art Exhibition at John Smedley Store Collaboration with Artist Guy Haddon-Grant 

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Guy Haddon- Grant x John Smedley Event - Discover John Smedley

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Inspired by the machine beds, and movement of both needle and yarn seen at John Smedley's iconic factory site in Lea Mills, Derbyshire, Guy Haddon Grant has created abstract steel art works alongside figurative line drawings to demonstrate the constant movement and creation of knitwear constructions.