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James Denman's avatar

The challenge of Dunhill is interesting. The audience is relatively conservative. Some disliked Mark Weston’s version of the brand, which was inherently more playful and twisting with the brand codes. (I liked it). Mark and the team were starting to play around a bit more with some different ideas in content, too. Since Simon came on board, there’s undoubtedly been a clear product reset, and I think they’re slowly but surely building out to something more dynamic. Alfred Dunhill himself was very much a cad and someone with a boundless personality that acts as a great jumping-off point for more story-led content. I would expect to see some more of that. A final point: Becuase it's relatively small relative to the rest of the Richemont portfolio, it never had to scale in the same way a Burberry (or Mulberry) has had to. I think that gives it both breathing room and a lack of urgency.

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Joe Burton's avatar

Great read. Would love to see Dunhill make a comeback! Possibly counterintuitive but feels like they need that older gent ambassador..

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