Founded in 1889 and based in Michigan, Carhartt manufactures a full range of rugged, quality clothing for work and outdoor wear.
To date, Carhartt has been better known in Europe as a streetwear brand, popular among skateboarders and BMX riders. Now the company has identified a growing demand for high quality workwear in Europe.
The appointment of Fitch:London to help translate the American brand for European audiences follows work done by sister agency Fitch:RPA in Columbus, Ohio, for the last five years.
Carhartt plans to open its first London showroom by January 2005 and have its workwear range available in retail outlets by autumn 2005. With the help of brand positioning work by Fitch, the company will target rural, skilled trade and outdoor active markets.
Mike Majsak, vice-president of marketing and brand for Carhartt, said: "Carhartt has a strong reputation in the US as a quality brand that works hard -- something we now need to interpret for the European market. Fitch's global insights into effective retail design, coupled with its existing understanding of the Carhartt brand, will be crucial factors in helping us establish a strong retail presence across Europe."
Carhartt 's range of workwear includes durable coats, jackets, shirts, overalls, trousers and boots through to specialist flame-resistant clothing for more hazardous environments.
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