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Article: FASHION: Sportswear brand plans youth-led repositioning.
- Article from:
- Marketing Week
- Article date:
- November 5, 2009
CopyrightCOPYRIGHT 2009 Centaur Communications Limited. This material is published under license from the publisher through the Gale Group, Farmington Hills, Michigan. All inquiries regarding rights should be directed to the Gale Group. (Hide copyright information)
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Russell Athletic, the American sportswear brand, is repositioning itself as a lifestyle label in a bid to increase its appeal to younger customers.
The label has had limited distribution in the UK for the past three years but is set to reveal a new brand strategy that will focus on its spring/summer 2010 vintage style UK collection.
Russell Athletic intends to distance itself from its sports brand heritage in favour of joining the ranks of youth lifestyle and jeans brands, such as Abercrombie & Fitch and Superdry.
Its marketing strategy includes aligning the brand with "music as a culture" through celebrity tie-ups and music events. Russell ...