Flannels — Reimagining a multi-brand retailer

NEW LUXURY

45% of the luxury market is set to be made up of Gen Z and millennials by 2025. But this new audience isn’t simply buying in to the old codes – it’s rewriting them from scratch. Exclusivity to inclusivity. Craft to creativity. Ownership to access. Physical to phygital. Belonging to being. This new tribe demands new rules, new stories, and new experiences. The era of new luxury is undeniably here.

45%

45% of the luxury market is set to be made up of Gen Z and millennials by 2025

But Flannels, billing itself ‘the world’s biggest luxury retailer’, was missing the opportunity to really own this emerging market. Already on its way to opening 100UK stores – showing up not only in metropolitan city centres, but also in off-the-beaten-track destinations – it was struggling to compete with established fashion houses and articulate its purpose to the brands it wanted to attract. The answer lay in creating a fresh narrative for Flannels grounded in the shift from old to new luxury. We reengineered it as ‘Europe’s first and most celebrated destination for new luxury’.

By flipping the challenge on its head to unapologetically seize this new category, we took the unparalleled growth Flannels was already experiencing and made it make sense. Sparked by the digital revolution, fuelled by the ascendance of street and sportswear, and fanned by the next generation of luxury shoppers. The newly empowered Flannels has since confidently taken our vision and made it real, introducing Flannels X – a digital playground at the intersection of art, music and fashion – and partnering with the likes of Beyoncé and Balmain on in-store experiences.