Making Aquascutum Hip
Burberry and Pringle did it and now Aquascutum becomes the latest stodgy old brand looking to reinvent themselves to appeal to modern luxury hounds. Who did they hire for this onerous task? None other than Kim Winser who resuscitated Pringle of Scotland. WWD reports that Winser is the new president and CEO of the company. The company, which has flagships in London and Tokyo, is looking to update their image as a cool brand. They have been in business since 1851 and are primarily known for waterproof raincoats. Not exactly a sexy item. Winser wants to double sales by 2009 and expand into the U.S. and continental Europe. Ambitious, but if anyone can do it, it would probably be Winser, perhaps she'll eventually bring her Gucci-poached ex-employees over to the new brand.