British knitwear brand John Smedley has increased the fashionability of its spring 12 range and created an advertising campaign aimed at younger consumers.
The Twenty Truths campaign, being rolled out now to support autumn 11, will be extended further for spring 12 in an attempt to retain existing consumers while appealing to a slightly younger, more trend-conscious shopper.
The campaign outlines what the company believes are the 20 reasons consumers should buy John Smedley, including the quality of its products and attention to detail in design. It has launched in Selfridges, online and in the brand’s Brook Street store in London, and will feature in a window at Fenwick’s London store in the next few weeks.
The John Smedley website will relaunch in the next two weeks to include the new campaign and imagery. A mobile site will also debut.
The brand’s spring 12 collection will feature micro trends including fine stripes, lacy texture and yoke details for womenswear and an evolution of its colour palette, texture, stripes and utility styling for menswear.
The brand will also launch its second capsule collection for women, which aims to showcase its fine knitwear skills through a luxurious collection with a high fashion edge.
John Smedley has 300 UK accounts, as well as concessions in Selfridges and Harvey Nichols.