In the eye of the foreign fashion consumer, nothing spells out quirky, Brit fashion like Paul Smith. With over 66 stores in Japan alone, his keen eye for the cultural influence is second to none. Many of his Far Eastern branches are fitted out with original, traditional fittings from old chemists and haberdashery stores to create an interesting retail environment that smacks of British tradition and quality.
Although nostalgia is uppermost in the brand image, Paul Smith's tongue is planted firmly in his cheek as he enjoys sourcing the weird and wonderful as well as the highly commercial. Classic silhouettes are made fresh by mixing spots with stripes and brown with purple in original and innovative combinations. In his stores you will find luxury fabrics with generous silhouettes and price tags alongside wind up robot toys and plastic fish pencil cases.
Promotional Campaigns show the personality of the brand using human interest links like art and family as seen here.