Repositioning

Graj + Gustavsen worked with Hart Schaffner Marx to reposition the 115 year old brand for stronger growth in the market. G+G isolated the core, ownable attributes of the brand, amplifying those that aligned with current market trends and opportunities. The resulting strategic platform positions the brand as a "smart luxury" source of business apparel known for "Outfitting Success Since 1887". Emphasis is placed on the heritage and legacy of the brand, as well as on aligning Hart Schaffner Marx with the growing trend of functional products.

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