Clothing retailer Esprit Holdings Ltd. In future, as part of its ongoing reforms, it will rely entirely on the main brand Esprit. The ranges of the Labels Collection and EDC/White Label would be “included in Esprit’s comprehensive range from January with the start of sales of the collections for the third quarter”, the company announced on Friday.
The aim of the measure is to “offer a consistent, more upscale brand experience,” explained the clothing supplier. Esprit will therefore “in future be the only trademark that will be marketed and communicated”. This step should lead to “a lean brand image and a clear brand perception”.
CEO William Pak explained the strategic background of the decision: “The consolidated label structure is a first step towards the relaunch of the Esprit brand,” he explained in a statement. “By strengthening the core of our brand, we will offer consumers the best Esprit experience. By reducing complexity and streamlining operations, we are also making a tremendous contribution to our sustainability agenda.”