Nautica to introduce new brand direction at NYFW: Men's

By

Obi Anyanwu

Published
Feb 2, 2016

Nautica announced on Monday a re-imagined take on its image, which includes a new approach to design and marketing. The new positioning and design strategy for the company celebrates the brand’s New York City roots and its nautical heritage.

Two years ago, the brand interviewed over 15,000 people wholewide to better understand and address its target customer and refine its brand positioning. Nautica’s new message, “Inspired by the sea, designed in the city” will enable the brand to resonate more with its target consumer, broaden its reach and differentiate itself from other fashion brands.
 
Nautica is implementing its new approach through its men’s and women’s products, as well as through retail and at fashion week. The brand launched its new Nautica Cityscape concept that launched in Barcelona and Prague in late 2015. Nautica Cityscape celebrates where the city meets the sea and features a sophisticated color palette, natural white oak flooring and a redesigned storefront. Two stores are planned to open in the US in 2016.

Consumers will be able to see the new brand direction at Nautica’s show at New York Fashion Week: Men’s this week.