Paul Smith
Paul Smith is a renowned British fashion designer born in 1946 in Nottinghamshire, England. Initially aspiring to be a cyclist, a serious accident redirected him towards fashion. He opened his first boutique in 1970 and launched his first menswear collection in Paris in 1976. Paul Smith has been a prominent figure in the fashion industry for over five decades. Known for his unique blend of traditional craftsmanship and modern design, Smith has built a global empire that spans across clothing, accessories, and even home goods. His brand, Paul Smith, has become synonymous with classic British tailoring infused with a quirky sense of humour.
Paul Smith sought to innovate and expand its business model. The brand partnered with Michèle Victoria (M&V) to help create a franchise scheme—one of several archive projects from our early e-commerce work.
Where design depth meets commerce
The new franchise model incorporated Paul Smith’s PS unique brand identity, ensuring that each franchise would be a true reflection of the brand’s ethos. From store layout to product selection, every element was carefully curated. The test store’s success validated the franchise scheme, leading to plans for further expansion nationally, but ultimately the franchise scheme was put on hold.
As consumer behaviour increasingly shifted towards online shopping, Paul Smith also needed to strengthen its e-commerce presence. Michèle Victoria (M&V) advised and consulted the brand’s e-commerce team on their early journey to online sales. This included developing a robust digital marketing strategy that encompassed SEO and social media marketing.
