Few things in life earn the true distinction of being called ‘classic’. But, for more than 200 years Gieves & Hawkes has prided itself on uncompromising standards of both material and manufacture, earning the reputable title of being a classic tailor. An icon established at Number 1 Savile Row, Gieves & Hawkes has been (and continues to be) on the pursuit of excellence within the luxury brand market.
Now, the fabled suit maker has more than 100 premises throughout China, and just 10 years after the first Gieves & Hawkes store was opened in Shanghai, there are plans to open more in the coming years to cater to China's ever-expanding – and increasingly discerning - luxury goods market.
Internationally recognised as the purveyors of quintessential English style, its partnership with Woolmark Gold is a welcome one: A combination of its Savile Row heritage, unique design and finish skills and excellent customer service makes this a very attractive partnership for Chinese consumers who are discerning in their taste and investment in quality.
Launched in October 2012 the Woolmark Gold campaign positions Merino wool as the prestigious fibre of choice in the rapidly growing Chinese domestic market for luxury goods.
The campaign was established to meet this increasing demand for premium products and fibres, and allows luxury consumers to know more about the story behind the Merino wool product.
"The Chinese consumer demands the real thing and Woolmark Gold gives us a genuine seal of approval.”
A cloth or fabric must meet strict criteria to qualify for Woolmark Gold status. First it must be made from only new Australian Merino wool with a fibre width of 19.5 microns or less (that's 43 per cent finer than human hair).
Then, it must have been woven or spun by one of a select group of just 12 British and European Woolmark Gold-accredited weavers and spinners, some of whom have been owned and operated by the same families for centuries.
Gieves & Hawkes will celebrate the union through aspirational global content including a co-branded film recently shot by Oscar-nominated British director, Mike Figgis, alongside dedicated window displays and staff training across the region.
Gieves & Hawkes Managing Director Ray Clacher describes the affiliation with Woolmark Gold as a natural fit.
"Our company has a longstanding tradition of craftsmanship, selecting only the finest fabrics available in the world. The Chinese consumer demands the real thing and Woolmark Gold gives us a genuine seal of approval.”
Put simply, Woolmark Gold is the closest thing in the world of fine tailoring and couture to an international gold standard, and the Gieves & Hawkes partnership allows these standards to maintain such a high level.
When the Chief Creative Officer of Savile Row institution Gieves & Hawkes offers advice, you listen