Moss, formerly known as Moss Bros., is in the midst of a raft of new store openings, refits and store re-brands, in order to appeal to a new customer base.
The menswear company established a new location in Canterbury on 14th September, one in East London’s Fenchurch Street on 18th September, and one in Cheltenham on 28th September.
As the rebranding project picks up steam, the business now has 108 locations, 12 of which are operating under the new Moss moniker to better align with its more modern aesthetics and fashions that are attracting a new clientele who may not be familiar with the original Moss Bros.
However, the merchant has no intention of abandoning its long-time patrons; in fact, the success of the company depends on the continued popularity of its classic suiting. The new strategy simply gives Moss a way to draw in new clients who might be more interested in its expanding selection of contemporary casualwear and formal looks that have been ‘casualised’—such as a smart jacket worn with a roll-neck and contrasting trousers.
More fashion-conscious males are also likely to be drawn to its new coats for AW ’23, especially the red boucle double-breasted coat from the most recent collection. The design aesthetic is more streamlined overall across all categories, with a concentration on using more high-end fabrics in suiting and casual styles.
