The streetwear brand is following up on the success of its Black Label range with a more directional offer
There is an abundance of fresh, young short-order brands in womenswear, but when it comes to menswear, short-order brands are harder to come by. So the new Red Label brand from Beck & Hersey caught the eye of Drapers during its autumn 11 streetwear shoot for this issue.
Beck & Hersey launched in 2009 with its Beck & Hersey Black Label range - a collegiate, athletics-inspired collection aimed at 16 to 25-year-olds, and competing with brands such as Superdry. Beck & Hersey Red Label is new for spring 11 and targets the 24-plus market with a more directional offer. It has a different distribution strategy to Black Label focusing on southern England, according to Keith White, sales manager at branded supplier group Creative Pedestrian, which owns the brand.
Footwear retailer Foot Asylum, young fashion chain Bank and mini-chain Ark are among Black Label’s 50 UK stockists. The distribution of the more commercial Black Label has focused on northern England while Red Label will focus on the South. According to White, the northern Beck & Hersey customer tends to buy sportswear while the southern consumer snaps up directional clothing.
Red Label will be exhibited at trade show Stitch at Earls Court in London on February 13-15. It sits alongside brands such as G-Star and Luke. The range comprises jeans, casual shirts, chinos and footwear with wholesale prices from £25 for T-shirts to £90 for outerwear. The spring 11 order book will only close when all the product has been sold, although footwear must be forward ordered.
White hopes to land 50 UK stockists for Red Label by the end of the year. Department stores such as House of Fraser and Selfridges will be targeted. He says: “We want to sell quality product into quality accounts. We want to keep distribution tight and build demand.”
To keep distribution of Red Label tight, current Black Label stockists are not allowed to buy into Red Label. However, anyone taking on Red Label who doesn’t already stock Black Label can buy Black Label, as long as the two are merchandised separately.
Etailer Standout.net, which stocks brands including Bench and Gio-Goi, took on Black Label for autumn 10. Director Daniel Ringer has noticed that streetwear brands are increasingly moving into trend-led menswear product. He says: “Men are becoming more confident [in terms of fashion] thanks to the influence of TV shows such as The X Factor and the trend for unisex and more directional product. Beck & Hersey is a relatively new brand, so it’s not so much of a risk for it to introduce more directional product.”
Average mark-up on Red Label
Hours from stock house to stockist following an order
Target number of UK stockists for Red Label this year