Fashion retailer Austin Reed has unveiled the first stage of its overhaul of the Country Casuals brand.
The image change has begun with a new logo and packaging, bringing Country Casuals up to speed with the rest of the classic clothing market. It precedes a redesign of stores and concessions.
Country Casuals' clothing range has been rejuvenated (Retail Week, October 17) and the new collection will be unveiled on Wednesday.
'We have been looking at the positioning of our range to ensure it maintains its edge,' said retail operations director David Lowbridge. 'The image was developed in the early 1990s. We wanted to bring the brand up to the contemporary position of the product.'
Lowbridge said the new point-of-sale look is 'much more sophisticated' and will be in shops in early January. The design is still being worked on with designers FourIV.
Other retailers believed the changes were right for Country Casuals. John Lewis womenswear buyer Jane Handscomb said: 'Country Casuals is an established name, but the logo and point-of-sale material were looking tired.
'It is right that they should put a fresh face on things, and the new logo is much more contemporary and attractive.'
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