One of the UK’s best-known luxury retailers has relaunched itself with Browns making changes to its branding, website and its London stores. The retailer, which was acquired by farfetch.com last year, is promoting the changes in its South Molton Street flagship.
It currently has an interactive window display that has converted it into a giant fashion scratch card that reveals many of its innovations.
The new branding includes a slightly more abstract logo, created by Robin Derrick of Spring, that has been chopped in half from the bottom up. The new logo is being used across revamped packaging (now white rather than the original brown), on swing tags and on the retailer’s website.
The website changes include dedicated womenswear and menswear boutiques that open with shoppable editorial/inspirational content. The look and feel of the content is more inspired by social media than the print magazines that many sites take as their editorial starting point.
The site also sells a wider variety of brands, including many new names. And it has a stronger spread of price points, including more accessible prices, although all stay firmly in luxury territory.
The website revamp also includes extended customer care hours and free, easier returns and there’s an inspirational feed linking to the retailer’s Instagram account.
CEO Holli Rogers has overseen triple-digit turnover growth since she joined from rival Net-a-Porter.com. She described the changes as “a nod to the past but still looking forward.”