Nautica relaunches brand, embraces city roots

Nautica announced a rebranding that celebrates the company's New York City roots and its established nautical heritage. The relaunch will include the opening of two U.S. stores.

Two years in the making, the new message "Inspired by the sea, designed in the city," addresses the need to target the consumer and refine brand positioning.

"By concentrating on our target consumer and having a clearly articulated brand positioning, Nautica is truly being reimagined for a more modern, sophisticated take on nautical style," said Karen Murray, president of Nautica. "Unwavering focus on our consumer's desires has helped us refocus the brand's design and messaging to meet their needs in regards to style and sophistication. Our new advertising campaign is inspired by, and speaks to, our target's versatile lifestyle."

As part of the new positioning, the brand is unveiling a redesigned store concept called Nautica Cityscape. First previewed in Barcelona and Prague in late 2015, the concept is city meets the sea and includes a more sophisticated color palette, natural white oak flooring and a redesigned storefront.

The changes were a result of interviewing more than 15,000 people. The new approach for design and marketing emphasizes the city heritage of the brand, founded in 1993 by David Chu, reported Women's Wear Daily. The brand was acquired by VF Corp. in 2003.

The launch of the Nautica rebrand comes on the heels of change for another clothing retailer, Men's Wearhouse. Starting this month, Men's Wearhouse is now Tailored Brands and hints at the retailer's plans for growth.

For more:
-See this Nautica press release
-See this Women's Wear Daily article (subscription)

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