ASPINAL OF LONDON

From quintessential English bag maker to global accessible-luxury brand.

STRATEGY & BRANDED CONTENT

It’s no secret that the super-luxury bag category has seen massive growth in recent years, with high net worth consumers buying a Hermès Birkin bag, or a Chanel and Dior bag at prices that often reach stratospheric levels.

Clearly, this level of pricing is not for everyone, and the market for accessible luxury leather goods has also become a very dynamic sector, with US brands such as Coach, Michael Kors, and Tory Burch, leading the way.

In contrast to these American powerhouse brands, Aspinal of London has been able to offer a unique sense of English elegance and timeless style.

SUM was briefed to help create a branding campaign that would raise the profile of Aspinal of London, and enable it to compete successfully on the global stage in the accessible luxury sector.

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Our work focused on the exquisite quality and craftsmanship of each Aspinal product, and conveyed a sense of the Englishness which lies at the heart of the brand’s DNA.

SUM developed a fully integrated campaign, with imagery captured on location in an art deco house in London.

The visual approach was rolled out with a consistent approach across channels, including press, in-store collateral, and online content, enabling the brand to achieve a seamless and impactful transformation into a global symbol of luxury.

Aspinal of London is now a regular at London Fashion Week. It has collaborated with British fashion designer Giles Deacon, and is worn by A-listers such as Sienna Miller and Michelle Dockery.

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