Fashion / Hestra
Fashion and craftsmanship begin a passionate glove affair
Hestra’s products cover a wide range of styles and price points, but the brand is primarily associated with sports. To expand perceptions, a stronger presence was needed in the high-end segment – with clearer sub-categories and greater emphasis on fashion.
There are only two active glove-cutters in Sweden. Guess where they both work.
To support Hestra’s entry into the world of fashion, a fresh concept was introduced – Dress Gloves – complemented by a new visual identity. Linked by a common wordmark, three new sub-categories (Table Cut, Collection and Sport Classic) make it easier for discerning customers to find what their hands are looking for.
The new concept has not only simplified communication with buyers, but also increased interest in the brand at fashion shows and other industry events. With the help of storytelling, sleekly designed catalogues, packaging and hang-tags, the consumer is given a rare glimpse of an ancient craft. And the customers clearly approve – as evidenced by a 20% increase in sales following the launch.