Friday, 18 September 2009
This is the generic look of airport shopping... racks of ties lined up by brand (designer names only) and hanging from black plastic clips. There is never any imagery or inspiration with Ties and they seem to be an after-thought in so many ways, seen as a necessity to add to suits for meetings or events but not highly considered. It could be an innovative marketing project as well as design project to inspire a man to not only wear ties again... but shop for their perfect one seasonally (and before they enter the airport).
Friday, 11 September 2009
Visiting 10.corso.como yesterday in Milan, these snaps are of the Tom Ford display of shirts and ties for this season. The look [large collars and wide ties] is not evocative of Marwood, yet the silk used and the construction of the ties is quality and so highly considered - they have the same old-school authenticity of the British tie brand 'Drakes' when you pick it up and feel the weight and the finish of the silk. The Marwood tie will be more compressed and less puffy to touch and the standard width will definitely be narrower... without it going so far as to being modish or trend orientated. If an era has to be named, it will reflect an older style from the 30'/40's but have a twist to make it modern and recognisable. It will definitely avoid the 'City' look.
This store has so many things right, but seeing this layout of ties made it clear that Marwood needs a more innovative approach in terms of display/presentation/packaging (without being over-fussy or awkward). One very important factor is that that a tie is rolled, like in this display and not crushed in to a folded flat object.