Quintessential English tailoring service
When you walk into most menswear retailers you’re generally considered to be a ‘punter’ to be sold to. We interviewed H’s clientele who revealed his approach was quite the opposite – selling suits was almost incidental to the experience of providing old school service. This non-sales approach formed the basis of our new brand positioning; “Quintessential Old School Service”.
Changing the brand name
We renamed the company H+CO to connect ‘H’ with his customer’s perceptions and the personal nature of his service. The Cross of St George was a clear reference to his English tailoring heritage.
New product development
Our research revealed there were significant opportunities to extend the brand into new product lines other than menswear, including a luxury accessory range we called “Quintessential Business Accessories”.