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Rebranded Skopes plans new store in nationwide expansion plan

Traditional menswear brand Skopes, which was established in 1948, has launched a new brand identity which will be followed by a new retail concept scheduled to launch at Westfield London in November.

The Leeds-based suit brand appointed Dalziel & Pow to develop its new direction, as part of a plan to establish a national presence in the UK. The new, contemporary identity is intended to evoke a contemporary take on the company’s heritage while expressing the creativity of the Skopes team.

The identity features subtle nods to the process of tailoring, with the logo featuring an underlined ‘o’ as a representation of a classic button and stitching, while imagery represents a suit pattern. The colours used are in deliberate contrast to traditional suiting shades.

Products will be presented so that customers shop by look, rather than category, with outfits presented as ‘The Best first Impression’ or ‘Dress Down Friday,’ for example. According to Dalziel & Pow the brand will employ a conversational yet simple tone of voice that creates a point of difference in the menswear market.

“We are all very excited to launch our new brand and concept,” says Skopes chairman and managing director Simon Cope. “Retailing can be challenging but exhilarating at the same time. As a brand we are constantly looking to evolve to ensure we remain relevant in today’s market place. The consumer deserves a high level of service that is truly ‘experiential’, evoking all the senses.”