The revamp, by branding agency The Gild, includes a new strategic positioning, corporate identity and creative direction, which will reach stores this summer with the autumn/winter 2011 collection.
Peter Lynes, director, Peter Werth, said that when he joined the fashion brand in 2009, it was "no longer connecting with consumers on an emotional level and needed a clear differentiation and consumer target to address declining sales".
He said: "The menswear category is extremely competitive and we needed to make some significant changes if we were going to see a sales uplift and achieve our ambitions of international reach."
Peter Werth's marketing investment will continue throughout the year, with activity implemented by The Gild, in close partnership with the Exposure Group, including PR, events and social media.
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