Promotion

He also uses the infamous Paul Smith mini (painted in the signature multi-stripe) as a clever promotional tool he often uses it in non-garment based designs but anything which strengthens the brand identity will help promote the collections on sale. The mini also travels around the world promoting the Paul Smith brand; currently it is on a road trip around America,(see map below).

In store the strong brand identity continues and the stores do have a clear look. There is an old fashioned charm with the wood and glass cabinets, with the clothes immaculately presented alongside various interesting objects, which fit with the idea of traditional British with a twist.  However I do think there is definitely some room for improvement. 

Paul Smith, Floral St, Covent Garden, London.

Once in store it can be difficult to differentiate between the various lines such as the catwalk and Paul Smith London. I think it would be a good idea to make sure the labels on these garments are made clearer and possibly move these two particular collections apart. I also noticed that they do have a brochure for each line although not for the catwalk line so I think it could be a good idea to also introduce a look book, which can be displayed by the collection so customers can see how the collection has been styled and understand what is part of the collection. This look book would only need to be shots off the catwalk so this could be put together fairly easily and then customers could take a look book away with them and will consequently probably come back to buy more.  (See the below image for mock up of look book cover).

Summary.

Overall Paul Smith already cleverly uses his blog, website, print ad campaigns, video/film, Paul Smith mini and store design to promote the brand however there are of course improvements I think could be made. The blog could be better utilised to promote the catwalk collection especially around the time of the show. He could post a video of the catwalk collection on to the website so customers unable to attend the show can see it. I think clearer labelling in store would help customers understand the many lines offered by Paul Smith. I also think there should be a look book on display, as well as look books for customers to take away with them.