Lugets of Exeter

Since 1814 Lugets of Exeter has provided bespoke tailoring to the gentlemen of Devon. After a long and varied history, the owners of Lugets  were looking to reposition their brand to help to maintain their well-earned reputation as the quality gentlemen’s outfitter in the South West. By researching the history and traditions of the business we discovered key facts that are an integral part of the Lugets’ story. To further immerse ourselves in the history and design sensibilities of bespoke tailoring, we also arranged a research trip to Savile Row, the traditional heart of gentlemen’s bespoke tailoring in London.

The research clearly showed us that while many people regard bespoke tailoring as conservative and old-fashioned, it is in reality restrained extravagance with an exceptional attention to detail, texture and colour.This research led to the development of a colour pallet, referencing both classic tailoring and the shop’s location on Cathedral Green. This pushed the store forward with a brighter layout, more merchandising space, better shopping flow, and a usable window display area.

The combination of luxury printed wallpapers and strong colours upheld the tradition of restrained flamboyancy, which is the hall mark of British tailoring. By introducing a fun and contemporary take on classic designs, we also softened the masculine feel of the shop, appealing to young metrosexuals, without alienating the existing customer base.

Finally, to increase the visibility of and the accessibility to the shop from the street, the fascia was repainted and rebranded with the new ecclesiastical purple adding a touch of divine extravagance. Fresh canvas covers emblazoned with the new Lugets logo were also added, really making the shop stand out for all of the right reasons.