PROJECTING AN IMAGE: Robert Graham is ready to take a higher profile and has enlisted Yard, the strategic image-making agency, to help.
Last year, the brand, known for its colorful men’s shirts, sold a majority stake to Tengram Capital Partners LLC and brought industry veteran Michael Buckley on board as chief executive officer. “The company hadn’t done any substantial marketing in the past,” Buckley said. “When we acquired a controlling interest, we said we would expand into other classifications, add licenses and roll out retail. Now that we’ve done that, it was time to get our branding in line and get more recognition.”
This story first appeared in the December 13, 2012 issue of WWD. Subscribe Today.
Yard developed and conceptualized a campaign that features an original Robert Graham man collage by British artist Peter Clark. The illustration uses the brand’s iconic colors and trims as well as several textiles.
The campaign made its debut last weekend at Art Basel in Miami, where the image was projected at several outdoor venues throughout Miami Beach, the Design District and Downtown. The image will also be used in print publications beginning in February, as well as in the company’s stores, on its Web site and on billboards and kiosks.
Buckley said Robert Graham is planning to open another five stores in 2013 to add to the five it is currently operating. The new stores will include a location at the Fashion Show Mall, in Las Vegas, and the company continues to look for a site in New York’s SoHo.
“The best way to show the brand 365 days a year is in our own stores,” he said. “That way, people can come in and see what the entire brand is about.” He said the stores currently operating are doing well and are helping to “increase the recognition of the brand.”
Also on Wednesday, the company said it signed a licensing deal with Revolution Eyewear for sunglasses and ophthalmic glasses. The eyewear will debut for spring.