Fred Perry hits the High Street

One of the twentieth century’s most iconic brands, Fred Perry is continuing to invest in its high street presence with the roll out of its stunning new retail design concept to two more stores.

Fred Perry’s retail environment design partner Manchester based JudgeGill has just completed the re-design of two more Fred Perry Authentic stores in Bluewater Shopping Centre and Portsmouth.

These are the 11th and 12th Fred Perry stores boasting JudgeGill’s latest design to be introduced in the past 12 months, with two more - in Dubai and Roermond, The Netherlands - due for completion in May 2009. It follows the launch of the new design concept in White City late last year. The Bluewater store reflects the White City concept, while Portsmouth and Roermond are outlet stores.

Kevin Gill, managing director of JudgeGill explained: “For Fred Perry we have created a store concept that creates a deeper connection with the consumer. It puts customers in touch with the brand’s rich history and iconic status, as well its future as a leading edge fashion brand. The authenticity of the classic Fred Perry shirt was one of the main inspirations behind the design strategy, influencing colours and materials.”

JudgeGill has worked with Fred Perry since 2005. It has been instrumental in shaping the brand’s retail design strategy, including the separation of Fred Perry Authentic stores - which offer a broad range of product referencing the brands cultural and sporting roots (classic Fred Perry shirts, track jackets and bags are key items in this collection) - and Laurel Shops, which house The Laurel by Fred Perry collection, the premium label reflecting the brand’s heritage.

JudgeGill designed the Authentic store concept, oversees all UK fit outs and provides the documentation for international projects (except Asia). Laurel shops are 100% bespoke boutiques, intended to deliver an environment tailored to the locations found.

Gill continued: “We’ve created an evolving blueprint for a store that brings the brand’s past and future to life. The design cleverly combines common elements inspired by the Fred Perry brand, with unique design features, such as vintage shop fittings, that give each store its own individual flavour.

“Brand wallpaper, archive photography, iconic use of the laurel wreath and visual references to the classic Fred Perry T-shirt subtly endorse the Fred Perry legacy. The design is flexible allowing each store to create a unique ‘cultural reference point’ for Fred Perry that reinforces the brand’s enduring relationship with the ever-changing worlds of fashion, sport and youth culture.”

20% of the space in store is dedicated to brand experience, a ‘brand stage’ that allows each of its stores to develop a ‘brand relationship’ with its location.

Fred Perry has 36 stores globally, 25 of these in the UK.