Leading local brand, SASSOON has undertaken an entire rebranding strategy to officially launch its muchanticipated spring/summer 2017 collection. Not only has the brand undergone a change from RONALD SASSOON to just SASSOON, but it also officially reintroduces a fresh new menswear collection offering fashion and denim jeans for the style-conscious man aged 25-35.
“We decided to breathe new life into an old favourite and underwent a rebrand”, says SASSOON Brand Manager, Stuart Marsh. “We strategically dropped ‘Ronald’ to move the brand into a more contemporary space, in conjunction with this we reintroduced menswear which the brand has explored in the past.”
Best known for attention to detail, superior fits and luxurious fabrics, the veteran brand has a fresh new look with an added contemporary feel- for the sophisticated man and woman.
“What makes it so different this time is that we’ve moved the brand into a more modern space with luxe fabrics and silhouettes that speaks to the fashion-conscious consumer. Working closely with the founder himself, Ronald Sassoon on fabrics, styles, trims and silhouettes we ensure that we modernised the brand without losing too much of the rich heritage”, says Marsh.
The evolution of SASSOON has been an integral part in reintroducing the brand to the South African market with a fresh new brand aesthetic. However, despite the changes the brand has undergone, SASSOON still pays homage to its heritage in keeping true to its core values of superior quality, premium fabrics and immaculate tailoring. The womenswear range for spring/summer can be characterised by a tropical palette of printed dresses and tops, denim and feminine silhouettes. The menswear collection has a strong focus on prints, woven fabrications and quality denim.
The women’s range has an entry level price starting at R499 ranging to R1599, while menswear ranges between R349 and R1799. Both SASSOON men and women’s collections will be sold in Independent Boutiques as well as online on http://www.sassoon.co.za. In addition, the women’s range will be available at all Sissy Boy stores nationwide.