BUSINESS ATTIRE: British men’s wear brand Thomas Pink is introducing a new shirting range targeted at the professional man.
The range consists of seven styles of business shirts designed for different dress codes in order to address the needs of customers working across a variety of industry sectors and at different professional levels. Each style comes in a range of collar styles, fits and double or button cuffs.
The styles introduced as part of the new collection include “The Traveller,” a technical shirt created using a newly developed protective finish that minimizes the need for ironing, and “The 1984” a reproduction of the first shirt created by Thomas Pink in 1984 made using Italian two-fold cotton.
The most premium style, “The Imperial 200s” is created using two-fold Italian cotton, a hand-turned collar and mother of pearl buttons.
Subtle brand signatures such as branded sleeve buttons and the use of the brand’s pink thread to sew the last placard button are also incorporated into the collection.
Prices range between 45 pounds, or $95, to 225 pounds, or $297. Jonathan Heilbron, the brand’s chief executive officer, explained that the company aims to target men at different career levels through the pricing strategy; “Our new business shirting range has been developed with the business customer in mind. We have created a pricing structure that allows customers to graduate through the collection as they progress in their career — from first job to chief executive officer. Similarly, the new collection offers customers the luxury of choice; the right business shirt for the right business occasion.”
The company has also introduced “The Business Bundle” to coincide with the launch, which provides customers with an offer to buy four shirts from the line’s lower-priced “Sterling” and “Traveller” styles for 200 pounds, or $400.
Alex Field, the company’s marketing director, explained that Thomas Pink’s typical customer is a successful executive who always looks for the right value when it comes to his purchases and the new offer allows the brand to provide this customer with a wide offer, as well as competitive pricing.