The problem I find with Lonsdale, and their new advertising campaign, is I'm sitting looking at images of models in t-shirts and vests and I'm thinking 'so what'?
For my part if I want to engage a clothing brand I want to know what they stand for. What is it that I'm saying to people by wearing their t-shirts? The Lonsdale brand says too much that I have no real concept of style; that I'm a 'me-too' brand copying someone else. I want individuality in my clothing brands, or at least, if I'm going to buy into a mass-produced brand (say, like Abercrombie) then I bloody well want them to be cool enough to warrant myself and 100 other people on the high-street wearing them.
Lonsdale used to be the urban, boxing wear, typically London, in a very similar way to Everlast was to the same sport in New York. It's ironic that Everlast suffer from a similar problem in trying to reposition themselves as a younger fashion brand, they've lose any essence of what made they what they were in the first place. It's a hard ask as to wear to go with these brands. Glossy full-page spreads in FHM and clean living models, female ones with big boobs, are probably not the answers - unless Lonsdale are sitting on the brand to eek money out of it by flogging it through Myer and K-Mart to bogans who know no better.
The consequence of this will most likely be decline, or very slow growth. Whilst it can be hard to go back to the original roots of the brand, something that you may not want to do anyway, its worth remembering that these brands were born out of sub-cultures, and that without the support of a sub-culture, they will have no oxygen to survive.
