Farah Vintage Wins Menswear Brand of the Year at the Drapers Awards in London, U.K.
November 21 2011 - 10:00AM
Business Wire
Farah Vintage (a Perry Ellis International, Inc. (NASDAQ:PERY)
brand) celebrated winning Menswear Brand of the Year at the Annual
Drapers Awards in London. Hosted November 16th at the dazzling
Grosvenor House Hotel, the UK’s Drapers Fashion Awards are among
the most coveted honors a brand could strive for. Celebrating
style, creativity and innovation, it is a much sought after
distinction by fashion labels around the globe; winning a title all
but solidifies success in the marketplace.
This year, the competition was fierce as brands were judged by a
panel of 12 industry leaders, including: Andy Rubin, CEO of
Pentland Brands, Caroline Rush, Chief Executive of the British
Fashion Council and Adam Creasey, Trading Director at
Debenhams. The judging panel was asked to interrogate and
analyze each of the finalist’s promotional, sales and design
activities over the past 12 months, in both a consumer and
industry-facing capacity.
“The judges [were] looking for a menswear brand that
consistently performs, offers the best sell-through or the best
margin. This should be backed up by solid customer service to its
wholesale stockists. The brand that [had] most improved or the one
[that showed] the most interesting design or marketing direction,”
explained Caroline Nodder, Editor in Chief of Drapers, on the
criteria for choosing this year’s award recipient. But the true
emotion of the event was never more evident than in her opening
speech when she stated: “Fashion, quite simply, rocks."
And it was perhaps that sentiment exactly that propelled Farah
to the top of the menswear category as the brand is famous for its
relationships with both mainstream and underground bands throughout
Europe. Other brands to be shortlisted in the menswear category
included, Lyle & Scott, Pretty Green, Ben Sherman and Without
Prejudice.
In 2011, Farah focused on developing the brand’s positioning
within the UK market, investing in both the marketing and design
silos of the business. This resulted in overall growth for the
company with increased targeted distribution and greater media
coverage, enabling amplified brand awareness and increased
sales.
In 2012, Farah will continue to expand globally as the brand
launches an integrated multiplatform campaign for the Spring/Summer
season based around the brand’s wide and diverse customer base.
"We have achieved another milestone in the revival of Farah.
This award is a testament to the outstanding team developing the
brand,” commented Francisco Gonzalez-Meza Hoffman, Managing
Director for Perry Ellis Europe Ltd. “On behalf of Perry Ellis
Europe, I would like to thank our retail partners for their
continued support of the brand here in the UK and globally"
About Farah
The Farah brand was born in the 1920s but it was not until the
1970s in the UK that it reached the cult status it holds today. The
brand was acquired in 2005 by Perry Ellis International, Inc. The
original Farah slack made from hopsack canvas became an immediate
hit with the youth of Britain: slim cut, sharply tailored and
featuring stain resistant technology, the trouser was unlike
anything available at the time.
Momentum for the brand grew and in the 1980s Farah became a
must-have label amongst fashion savvy hipsters, including the Mods,
Sticksmen and Rocker-Billy’s. Seen on the balconies at gigs across
the UK music scene, each group interpreted the brand within their
own style, building key Farah items into what became their
definitive looks. The clothes came to represent a sense of elitism
while generating respect for those who displayed the now famous
Farah ‘f’ tab.
Today, the Farah label still holds the heritage and vigor it
stood for then. A whole new generation of men throughout the world
are drawn to the brand's history and inspired to rediscover the
distinct look for themselves. www.farah.co.uk
About Perry Ellis International
Perry Ellis International, Inc. is a leading designer,
distributor and licensor of a broad line of high quality men's and
women's apparel, accessories and fragrances, as well as select
children's apparel. The Company's collection of dress and casual
shirts, golf sportswear, sweaters, dress pants, casual pants and
shorts, jeans wear, active wear, dresses and men's and women's
swimwear is available through all major levels of retail
distribution. The Company, through its wholly owned subsidiaries,
owns a portfolio of nationally and internationally recognized
brands, including: Perry Ellis®, Jantzen®, Laundry by Shelli
Segal®, C&C California®, Rafaella®, Cubavera®, Centro®,
Solero®, Munsingwear®, Savane®, Original Penguin® by Munsingwear®,
Grand Slam®, Natural Issue®, Pro Player®, the Havanera Co.®, Axis®,
Tricots St. Raphael®, Gotcha®, Girl Star®, MCD®, John Henry®, Mondo
di Marco®, Redsand®, Manhattan®, Axist®, Farah®, Anchor Blue® and
Miller's Outpost®. The Company enhances its roster of brands by
licensing trademarks from third parties, including: Pierre Cardin®
for men's sportswear, Nike® and Jag® for swimwear, and Callaway®,
TOP-FLITE®, PGA TOUR® and Champions Tour® for golf apparel.
Additional information on the Company is available at
http://www.pery.com.
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