It’s hard to imitate the quality, crispness, unique patterns and colours engulfed in an Eton of Sweden dress shirt. The company was founded in 1928 in Sweden, where it’s headquarters remain and is now known and appreciated internationally for it’s innovative and classic designs along with the quality and attention to detail in each shirt. Fun fact- each button-hole has 127 stitches!
This past month, the brand underwent a major renovation, reinventing themselves to be “A New Eton For The New Gentleman”. The renovations include an updated logo, an overhauled website, new packaging, a new store design and new collections. These modifications, although part of the largest revamp the brand has ever undergone, do not venture away from the classic brand identity of Eton; instead, the renovation allows the company to build upon their heritage and history so that they are able to serve the high quality dress-shirt needs of tomorrow’s gentleman as well as they served yesterday’s. Two things within this renovation that should be focused on is the improvement on customer engagement, specifically through it’s online presence as well as the improvement and expansion of product selection that caters to how men want to dress when they need a nice shirt that tilts towards a more casual side. Both these things contribute added value to Eton's customers.
Particularly important to Eton’s brand renovation is the transformation that the website underwent. The new website strives to create a more personal and interactive connection with consumers. This is done through new “discovery" sections in the website such as '15 Looks for the Office’ and various articles, tips and tricks for dressing at the office, weddings or other occasions. This, along with their large online selection of shirts sets Eton up to be able to take advantage of omni-channel retailing, something that a tech savvy and younger generation will be able to appreciate whether they are shopping at their local Harry Rosen or ordering a few dress shirts for their new job online. Overall, a fantastic visual upgrade along with improved customer interactivity and engagement has given the website a modern spark of natural laid-back enjoyability; which is on target to appeal to all generations of men including the younger ones, something Eton had somewhat previously left out of its focus.
The other most important aspect of what Eton has done is the addition of entire new collections into their product line. As men become more fashion forward regardless of the occasion, there is a demand for fine shirts beyond ones that are confined to a workplace or formal setting. Eton acknowledged this and branched out to include more casual shirts in their collections, such as denim and short sleeved shirts. Having already given customers a great product selection with 550 to 600 different dress-shirt designs each season, Eton has expanded even further to capitalize on the trends of what men want to wear and when.
Eton of Sweden has done a nice job reinventing themselves by continuing to provide the value proposition they have always offered, in a way that is modern, relevant and functional today.
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