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Polo Shirts Home » Industry News » Nautica Clothing Redesigned
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Nautica Clothing Redesigned
Monday 10th of September 2007 05:46:10 PM
After continually its bearings in the clothing industry, Nautica, now under the direction of a new creative director, Mirian Lamberth, the label recently debuted its new men’s line at New York’s Fashion Week. With a fresher take on Polo Shirts and other clothing, Nautica has also increased its prices as it tries to appeal to the high-end retail market. “The brand got a little too interested in trend and fashion, and it missed the boat when it came to the trend toward more upscale touches and fabrics,” said Lamberth.The company, which was purchased by VF in 2003, was in need of transition after low sales in both department stores and retail shops in the US and in its 200 hundred other locations around the world. By creating new lines that cater to those who have more to spend on clothing, VF hopes to see sales increase. “The aim is to give Nautica a luxury halo that will set the tone for the brand and give it an aspirational aspect," said Denise Seegal, president of the VF division that oversees Nautica.
But some in the fashion industry aren’t so sure because the Nautica label has long since been associated with the middle-market. Most shoppers who were loyal fans of the brand may be turned away by higher prices for Polo Shirts, pants, and outerwear. "[Customer reactions] will depend on how well they can execute some really fine, quality fashion and style product," said Madison Riley, a principal at retail consultant Kurt Salmon Associates.
Lamberth, who has worked with clothing labels such as Tommy Hilfiger, is trying to bring back the old elegance Nautica used to have by returning to its roots – the sea. New slogans include ‘We draw our strength from the sea’. Emphasising crisp, clean, nautical, bold and refined,’ Lamberth said, “This is what we stand for and our clothes have to have these things in common.”
(c)Rita Mezzela, www.sxc.hu
