Paul Smith
Paul Smith is a British fashion designer, born in 1946 in Nottinghamshire, England. He first wanted to be a cyclist. A serious accident turned him toward fashion. He opened his first boutique in 1970 and showed his first menswear collection in Paris in 1976. For more than five decades he has been a defining figure in the industry. Traditional craft and modern design sit together in the work, across clothing, accessories, and objects for the home. Paul Smith has come to mean classic British tailoring, cut with a wry sense of humor.
Paul Smith set out to widen the business. The house partnered with Michèle Victoria (MuseVision) on a franchise program, one of several archive projects from our early e-commerce work.
Where design carries commercial weight
The franchise model carried the identity of Paul Smith’s PS line, so each franchise would be a true reflection of the house. From the layout of the store to the edit of the product, every element was chosen with care. The test store confirmed the program, and a wider national expansion was planned. In the end, the franchise program was put on hold.
As shopping moved online, Paul Smith also needed a stronger e-commerce presence. Michèle Victoria (MuseVision) advised the e-commerce team at the start of that path. The work included a digital marketing strategy covering SEO and social.
