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Luke unifies its brands and revamps footwear

Men’s young fashion label Luke is to consolidate its offer for autumn 10 by moving its more premium Luke Roper brand under the main Luke umbrella as a sub-brand called Luke Limited Edition, and revamping its footwear line to better reflect the Luke brand.

The exclusive nature of the Luke Roper range will be maintained, with only 500 pieces of each Luke Limited Edition style produced, but while current distribution is separate for Luke, Luke Roper and its denim range Forever in Luke Jeans, from autumn 10 all the brand’s collections will share one account base.

“Consolidating accounts does mean there may be a little bit of fighting over the brand, but we want to pull it back in and keep our distribution tight, so there will be a maximum of two accounts per city,” said Luke managing director Simon Poole. The collections have 140 UK stockists between them.

Prices will continue to sit slightly higher for Luke Limited Edition at roughly 15% above the mainline, so the wholesale entry price point for a Luke T-shirt will be £12 with Limited Edition T-shirts priced at £16.

The brand will also redesign its footwear collection to bring the look more in line with Luke’s signature handwriting, and Poole has brought in Michael Singh, owner of men’s footwear brand Yesterday Tomorrow, to consult on the revamp.

Poole said: “Footwear is a growth area for us, and we’ve been feeling our way since its launch in spring 09, but now we have Michael on board the autumn 10 range will be a much better representation of the Luke brand”

Poole also told Drapers that autumn 10 prices would be back in line with autumn 08 after three seasons of fluctuations and increases due to currency issues.

For more details, call 01296 738591.

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