Red C create a new look for High and Mighty
N Brown Group, whose catalogues include JD Williams, Oxendales and Simply Be, has turned to Red C to rebrand High and Mighty, which they purchased out of Administration in 2009.
The new look for the clothing retailer sees the brand repositioned as a place that understands that it is the clothes that make the man. As well as a new logo and positioning, Red C has been involved in producing all store messaging, from window graphics to in-changing room advice guides.
The rebrand for the stores utilizes quotes from a wide range of famous people that aim to encapsulate men’s attitudes to clothing and looking good. Quotes by Oscar Wilde and Gore Vidal aim to stir up beliefs in men, who are above average in size, that clothes are the key to making the right impression.
Commenting about the rebrand, Marketing Manager Luisa Withington, said: “High and Mighty continues to be the market leader in UK big and tall clothing for men, delivering fashion that fits for men of above average stature. The new branding, created by Red C, positions High and Mighty as a modern stylish retailer that understands that men of a larger and taller size want to look good and shop somewhere that is aspirational and reflects their attitude to dressing well and making a stylish impression”.
As well as all the in-store POS, Red C has created a local area marketing campaign to announce the new look to potential customers. This campaign uses a mix of local radio, 6 sheets and direct mail.
Speaking about the campaign and rebranding, Red C’s Creative Director and Deputy Managing Director, Julian Gratton, said: “Creating a new brand look and feel for High and Mighty was a real privilege and it’s great to work on a client that understands the emotive power of words as well as the visuals… I am sure that everyone who shops at High and Mighty will have a positive brand engagement and really see the added value that this brand can bring into their lives”.
The rebrand will initially be run out across the Leeds, Brighton and Glasgow stores before the new look runs out across the rest of the retail footprint.