Glenmuir, one of golf’s longest-established apparel brands, has redesigned its product branding, and will bring its distinctive 1891 logo to the fore across its 2008 collections.
As Glenmuir set about designing its spring/summer and autumn/winter ’08 collections – with the greater emphasis on fashion, style and colour that has seen a steady increase in the company’s UK business – it made sense to launch these new collections with fresh branding and packaging.
The men’s range has been segmented into three collections – 1891 by Glenmuir, Men’s Performance Series, and Men’s Classic Collection – with each collection featuring the distinctive Glenmuir 1891 logo in new back neck labels, swing tickets and packaging.
The flagship ‘1891 by Glenmuir’ collection features coordinating luxury mercerised cotton shirts and cashmere knitwear to create a collection bursting with style, fashionable colours, and quality. A stylish black/silver theme is used on the branding, with the iconic 1891 logo applied in subtle new back neck labels and woven tabs. The 1891 by Glenmuir collection embodies the style, elegance and attention to detail that lie at the heart of Glenmuir’s design philosophy.
The new Men’s Performance Series showcases new Coolmax ® and Hi-Cool ® performance shirts, Storm Bloc ® wind shirts, and Rain Bloc ® waterproofs, and the branding on all styles features striking fire colours and hi tech printed rather than woven back neck labels.
The hugely-popular Men’s Classic Collection co-ordinates best-selling styles with new seasonal designs across shirts, knitwear and trousers. Simple and striking Glenmuir 1891 branding is used throughout the range, along with a classic cream swing ticket with navy accent shades.
The Ladies’ Collection, Glenmuir’s fastest growing category, now has its own more feminine and stylish identity in the form of a lady golfer icon, which is used in a new back neck label, woven tabs, and swing ticket.
Andy Bough, Glenmuir marketing director, explains, “Our product range has expanded in recent seasons. New luxury and performance products have taken greater prominence, and Glenmuir’s women’s fashion business has grown significantly.
“We are placing a greater emphasis on fashion, style and colour, as well as Glenmuir’s trademark product performance. The new 2008 Spring/Summer and Autumn/Winter collections feature new fabrics and products, so we felt the time was right for the product branding to reflect and promote Glenmuir’s new image.
“Using the stylish Glenmuir 1891 logo capitalises on its huge trade and consumer awareness, and gives us a versatile identity that we can present to suit the distinct image of each of our new collections.”
“Professionals and retailers alike have welcomed the fresh new look and we have just closed our most successful ever Spring/Summer pre-book.”
The new branding will be rolled out across the entire collection during the course of the year.