Fashion News Savile Row and its Kite Mark
The Savile Row Bespoke Association have resorted to a Kite Mark to defend its British craftsmanship from cheap imitators who recently won the right to produce Savile Row suits at a fraction of the cost afforded to the genuine article.
Hard times have recently fallen on the genuine tradition of Savile Row tailors who have been suiting up the rich and famous for two and half centuries. Last year, the Advertising Standards Authority permitted “made-to-measure” firms to sell cheaper suits as “Savile Row Bespoke”, often retailing as low as £500. With a traditional Savile Row suit demanding an investment of up to £3000, it's understandable the genuine tailors may be feeling ripped off.
The "Kite Mark" will be subtly placed inside a genuine Savile Row suit to differentiate it from its cheap imitations, a huge departure considering the name of the tailor isn't generally shown as it is considered ostentatious.
So keen to protect their craftsmanship, Savile Row may even seek Appellation d’origine contrôlée (AOC) protection, which is normally afforded to food and wines, like Champagne and Roquefort.
Whether this protection will help secure new business remains to be seen. Only about 7,000 bespoke suits are made each year, and Savile Row tailors have their work cut out for them if they want to attract a new youthful market to sustain their craftsmanship. While many see the 'Kite Mark' brand as vulgar, it may be just what it needs if it wants to attract a label conscious younger market to secure Savile Row's future.
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