The iconic orange Ben Sherman Script logo could eventually be phased out following the success of the young fashion brand’s recent move to modernise its look and product.
Higher priced line Plectrum, which launched for autumn 11, is now being given the lion’s share of space in new-look stores.
This, coupled with a surge in wholesale orders and number of stockists due to the more modern look of the product, means the entry-level logo and branding is up for review, according to chief executive Pan Philippou.
Speaking at the relaunch of the new-look flagship store in London’s Carnaby Street, Philippou admitted the orange branding of entry-price range Script “jars” when sat alongside Plectrum’s minimalist style, and as a result his team is looking to rework the logo.
Traditionally associated with the ‘Mod’, Philippou told Drapers that Ben Sherman had a great heritage but had, in recent years, failed to move on from its past and into the modern age.
“I’ve inherited a great brand,” Philippou said. “But it has been sleeping. We should be the British Hugo Boss, but somewhere in history the brand got lost so we have been working to reinvigorate it, to make it more relevant.”
The revamped flagship, the design for which will now be rolled out to the rest of its seven UK stores, boasts an interactive window display that can be moved using a keypad on the outside of the store, and a New York deli-style shirt bar, which, from next year, will include a customisation option that allows shoppers to select different collar styles and colours.
The flagship store is currently the exclusive stockist for the brand’s Made in England shirts, which have a retail price of £100. Plectrum prices range from £60 to £90 at retail, while Script starts from £45 and goes up to £60.
This month saw the launch of the first and only Ben Sherman concept store on Portobello Road, London. The store, which is completely unbranded other than swing tickets, and has no signage outside, houses Ben Sherman’s top-tier collection, Modern Classics.