Monday, October 7, 2013

LUXURIOUSLY DIFFERENT


As a designer (and architect) I always try to make people understand the importance of brand design in business, not just the logos and letterheads, but the look and feel, those elements that evoke a positive emotional response from your customers or clientèle. Call it a brand experience. I for-one have always believed branding was about creating memorable experiences and seeing this project only proves my theory.

The Okunoren Twins are probably one of the best, if not the best suit makers in Nigeria. They've been at this since their late teens (19 to be specific) drawing inspiration from their Fashion designing Mum. They started their label in May 2002 as the pioneers of bespoke tailoring in the Nigerian menswear industry and became well known for well tailored work and a plethora of fabric combinations that include tweed, wool and sometimes African patterns. They've always had a high end feel to their work ( Pssst!  Their suits are believed to be made using the sacred template of British Savile Row Craftsmanship® )





 

Ofcourse, they've been in tonnes of fashion shows and received numerous awards, that is to be expected, but, the point of my history lesson is the fact that early on, they knew the class they wanted to serve, they had an incline as to who to offer their products and in so doing started to define their market and consequently, define their brand.




The brand currently has over 2000 men in the Nigerian corporate, entertainment and political circles as a clientele base distinguishing its business through its one-off, luxuriously detailed offerings.
Think of most A-list Nigerian celebrities, they probably wear or have worn an Okunoren piece.
Thus, its not difficult to understand why they put a N15 000 price tag on a shirt, or wonder why they sit side by side brands like T.M.Lewin or Hawes & Curtis on the famous jerymn street in London, or try fathom why the Online retail power house Jumia chose them as one of the few fashion brands to partner with in a bid to up their retail offering.


Its simple, really, they've defined themselves as a LUXURY BRAND and are sticking to it. I doubt they have plans to do affordable clothing anytime soon. I mean, seriously!? They made a $25 000 suit               (N 3.7 million!!! CHOI!!) worn by the 'felaesque' D'banj, rumored to have been made of actual $100 bills, entirely sewn by hand in London and then taken to Italy for the specialized Milanese buttonholes to be done at the same factory used by Tom Ford. Again i say, L-U-X-U-R-Y!!

 They've gone from bespoke tailoring to bespoke luxury brand, a leader in the field within sub-saharan africa (Field?, saharan? I'm nice with the word play, aren't I?). They are quickly getting to the point where they're products will become a status symbol, for instance, 'what car do you drive? Porsche! what time piece do you wear? Audemars  Piguet!  shoes? Ferragamo, suit? Okunoren !! 



The famous (or infamous)  $25 000 suit worn by the even more famous D'banj.
The Okunoren Twins are undoubtedly establishing a name for themselves within the category of Luxury Brand, and as with all things retail, they have now opened up a STORE (notice the all caps?). Now this is not just any store. Many claim this tag of luxury but skimp out when it comes to showcasing said attribute. Terms like premium and high end, do not do this place justice in my opinion. Located within prime Ikoyi real estate, the 230 ft space is both timeless and classic with decor that is not for kiddies and 'sheeldren'!! 
This is not just p.o.p on the ceiling, with nice shelving and recessed lights and mirrors plus split unit a/c (boutiques take note) this is scare-you-away-if-you-don't-have-money kind of luxury!! We're talking real wood floors, deer heads on the wall, velvet in the recessed show cases, victorian style furniture, that fear will catch you to sit upon unless there are some millions in your bank account.



This door looks like it might reach to pay the school fees in some private schools





I think the deer's looking at me...

 The inspiration for this store stems from locations as diverse as  Ile-Ife, London and Prato (in Italy) and is quoted as being a "comfortable marriage of modernism and classicism” Service offerings of the store go beyond the regular and somewhat mundane shopping experience provided by their 'piers' in the industry, with items like 'Shoe shining' and 'complimentary Wi-Fi' (awoof dey run bele ohhh!) making an appearance amongst the expected 'Private Tailoring' and 'personal shopping'. 


yup, he's looking at me...but, those suits though.

My feelings towards this development are those of glee, only to echo the words of Tosin Phillips, the Brand Manager for the Okunoren's  "The opening of this flagship is a milestone in the expansion plan of the Okunoren brand and will herald the arrival of fashion retail in Nigeria". It is indeed a resounding herald of triumphant proportions. With 5 more stores planned across the country by the end of 2015, i eagerly await what luxurious standards the okunoren brand will seek to surmount......again. B'NG.


To Learn more about the okunoren's click here.

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