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Austin Reed

Spring 10

Looks

A compelling remix of Austin Reed is set for spring 10, with the more directional Red line offering slim lapelled 1sb suits, ombré ties, bib-front shirts and ties with a tonal contrast from knot to blade and gossamer knits cardigans that layer with shirts. In the mainline tailoring Austin Reed moves on from look-at-me checks and stripes to semi plains in silver and tonic blue on a slim 2sb block. The casualwear also leaps forward with two clearly demarcated strong looks. On one side is a nautical preppy hybrid in red, white and navy with hot pink and black injections. Pieces include cable knit cricket sweaters, pique polos and rugby tops – including double coloured styles – gingham shirts, chinos, cotton Harringtons with leather trim and colourful knits. This lifestyle-led story lines up against the likes of Hackett and Paul & Shark, while the second look is less in-your-face with subtly branded denims, leather biker jackets, cropped waxed outerwear and Bengal stripe 2sb jackets lining up more with the likes of Armani Jeans and Boss Black.

Key pieces

  • Four-pocket leather biker
  • Navy cricket sweater
  • Three piece blue tonic 1sb suit
  • Abstract jacquard black tie


Right for the market?

With the acquisition of Viyella and establishment of its classic menswear, Austin Reed has been able to break its own-range menswear into a more youthful territory. And overall this is a confident statement from the chain that will tug, pull and cajole its loyal customers into a slightly more directional feel while at the same time tempting a new customer into the store. The key will be to sustain the momentum on this move to a more youthful look in order to ensure this is a real direction for the store and not a seasonal blip.


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