AFTER three years of absence in the British marketplace, Canadian lifestyle brand, Buffalo David Bitton, has remerged.
Many UK fans will remember the day when it was announced Buffalo David Bitton would stop stocking in the country – it was the day they had to join the gym for a bum lift. Curvaceous bums aside, the label was known and adored in the UK for its diverse and en vogue denim jeans styles – boasting a longstanding tradition of quality – and its affordable full fashion collection on the side.
It sounds suspicously like a personal ad, but on the day of the re-launch we will probably all be rushing to the shops, purely out of curiosity.
The decision to leave the UK market in 2008 came lacking with a reasonable explanation – and so the gossip machine started rolling. What forced Buffalo David Bitton out of the UK? Did they simply find that the British fashion sense didn’t correspond or overlap with Canadian style? Or did it, perhaps, have to do with the recession?
Three years onwards, equally vague explanations by Director Todd Howard are still feeding our speculations. He commented: “Our product has always been strong and received very well. One of Buffalo’s unique selling points is that it is a global lifestyle brand that can translate to a vast customer base no matter what country. We never intended to leave the UK market for good, we simply had to restructure our business and now after a three-year absence, we are ready to re-enter the UK.”
Nevertheless, the re-launch comes with plans to boost its presence in Britain, put a stronger focus on fresh marketing ideas and goes hand in hand with shop fitting ideas and marketing support for retailers. “We will do marketing around the stores through events, and nationwide through consumer advertorials and advertisements,” said Howard, as to ensure a successful re-launch.
Whatever the true reason – or reasons – might have been regarding their three-year absence, it has allowed Buffalo to return to the UK as a fortified fashion powerhouse. Their popularity in the US assured the label it was ready for not just a remerge in the UK, but a chance to replicate their recent success. Soon, Buffalo is set to re-launch in the UK for SS12 with a full menswear and womenswear collection.
The collection is set to cause a stir, but the creative aspect behind the line “going back to where it all began, back to the basics,” makes us expect a simple, sophisticated collection that celebrates quality denim and style. Rather boring. However, both sexy and cutting edge designs feature prominently in Buffalo’s versatile collections, and the brand’s slogan ‘for the fashion innovator seeking effortless style... for the tastemakers who scoff at slavish devotion to trends...’ might make us crave Buffalo jeans, dresses or bags.
According to the brand’s website, the ultimate Buffalo David Bitton customer is a fashion-savvy man and woman, aged between 18 and 34 and seeking effortless style. It sounds suspicously like a personal ad, but on the day of the re-launch we will probably all be rushing to the shops, purely out of curiosity. What we will then find is a largely international collection with a UK hook. Howard says: “As a global lifestyle brand, Buffalo translates internationally, and the new SS12 collection will offer classic denim and fashion pieces that also mirror the UK trends.”
If the re-launch is as victorious as it intends to be, the next thing the UK can expect is larger presence within the country, as the label is already in talks with the major department stores. We will find out soon enough…