PAUL SMITH
Paul Smith is a renowned British fashion designer born in 1946 in Nottinghamshire, England. Initially aspiring to be a cyclist, a serious accident redirected him towards fashion. He opened his first boutique in 1970 and launched his first menswear collection in Paris in 1976. Paul Smith who has been a prominent figure in the fashion industry for over five decades. Known for his unique blend of traditional craftsmanship and modern design, Smith has built a global empire that spans across clothing, accessories, and even home goods. His brand, Paul Smith, has become synonymous with classic British tailoring infused with a quirky sense of humour.
Creating a franchise scheme for an iconic british designer
Paul Smith sought to innovate and expand its business model. The brand partnered with Not Studio (Coggles) to help create a franchise scheme. One of our old projects from our archives.
Franchise Scheme
Recognising the potential for growth through franchising, Not Studio (Coggles) developed the Paul Smith franchise scheme. The objective was to standardise the brand experience across various locations while allowing for localised customisation. The first store based on this scheme was opened in York by Coggles, as a test retail space to evaluate its effectiveness.
The new franchise model incorporated Paul Smith's PS unique brand identity, ensuring that each franchise would be a true reflection of the brand's ethos. From store layout to product selection, every element was carefully curated. The test store's success validated the franchise scheme, leading to plans for further expansion nationally, but ultimatly the franchise scheme was put on hold.
E-commerce
As consumer behaviour increasingly shifted towards online shopping, Paul Smith also needed to strengthen its e-commerce presence. Not Studio (Coggles) advised and were consulted by the brand's e-commerce team on their early journey to online sales. This included developing a robust digital marketing strategy that encompassed SEO, social media marketing.
Film produced by Paul Smith
Self Shooting Director, Editor & Colourist - Joseph Mercer-Holland
Client
Project
PS FRANCHISE SYSTEM
CREDITS
MARK BAGE
VICTORIA BAGE
SERVICES
RETAIL
FRANCHISE SCHEME
E-COMMERCE
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