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H O U S E
H A N DBOO K
Huntsman is the standard bearer for Savile Row; the benchmark that other tailors aspire to.
Our purpose is to champion the world’s finest bespoke tailoring, and to introduce British bespoke to individuals who appreciate the best.
O U R
G O A L S
To be the ultimate Savile Row tailor: guarding our unique heritage while introducing modern innovations in our products and services. To be the international standard bearer for British bespoke tailoring and develop the most substantial bespoke business on Savile Row. Develop client database to enable more personalised communication with clients.
Create more systems to communicate with clients one-to-one, delivering exceptional personal service. Establish 100 per cent client retention rate following second bespoke order. Streamline and develop overseas trunk show business. Grow Bespoke 100 client base.
M A N I F E S T O
Huntsman occupies a unique place in bespoke tailoring. Savile Row’s most prestigious tailor, founded in 1849, the house has always stood at the forefront of British bespoke menswear. Our client list is the most distinguished in Savile Row’s history; from Gregory Peck and Marlene Dietrich, to Lapo Elkann and Alexander McQueen, to own a Huntsman suit is to own a cultural artefact; a piece of sartorial history. Bespoke sits at the heart of everything we do.
Unlike other tailors who prioritise readyto-wear and made-to-measure offerings, Huntsman’s main focus is to stay true to the elevated quality of our bespoke clothing. The house is also an authority on tweed, and on shooting and sporting tailoring. Creating elegant, contemporary clothes in Huntsman house tweed is an essential part of what we do. Today, we are the leading British bespoke tailor; creating exceptional clothes on Savile Row for clients who appreciate the best of everything.
H U N T S M A N O N T H E G L O B A L S T A G E
The luxury landscape is changing and today’s affluent male consumer demands more of brands than ever before. Increasingly, craft, provenance and sustainability drive high-end purchasing decisions.
Exclusive experiences sit alongside luxury goods as prestige purchases, as do convenient services. Today’s high-net-worth is time-poor, and gravitates towards brands that can make his life easier. In luxury menswear, the consumer is more demanding thanks to the style magazines, influencers and blogs in the digital space. He does his research. He also wants to spend wisely: investing in enduring style over throwaway fashion. Huntsman has always offered the ultimate in sustainable luxury; an investment suit crafted to stand the test of time, made from responsibly sourced natural materials.
In short, today’s luxury consumer spending decisions are informed by a desire for something honest, authentic, and increasingly for something that’s ethical. The landscape today: – Luxury is international – Today’s consumer is more informed than ever before – High-net-worths are investing in experiences – Authenticity and sustainability are prestige purchases.
Huntsman is well positioned to benefit from these changes. We should continue to own our specialisms: elevated bespoke, sustainability, authenticity, and an exclusive, personal experience. Action points for Huntsman: – Hone client experience to offer uncompromising service – Reinforce the house’s heritage and authority through digital communications and content – Make accessing Huntsman as convenient as possible – Communicate Huntsman’s sustainable values.
P R I N C I P L E S
Excellence Empowerment Responsibility
In our tailoring. In our service. In the Huntsman experience For our clients. For our team. For Savile Row
To our work. To our clients. To the world
Huntsman is not content to be among the best. Huntsman is the best P R I N C I P L E S
Excellence Empowerment Responsibility
The pursuit of excellence is everything: the finest tailoring and personal service Clients are demanding. Our work should exceed their expectations Huntsman strives to deliver the very best experience. A Huntsman suit demands up to 80 man-hours of work from the placing of an order to the final product leaving our shop, passing through the hands of several talented craftspeople, trained to our industry-leading standards. Our house cut is iconic, honed by master craftspeople across several decades, and achieving the perfect fit for clients is crucial. Huntsman has long been regarded as one of the finest tailors on Savile Row, and our work should be true to this standard today, with faultless attention to detail and exceptional craftsmanship to the fore.
P R I N C I P L E S
Excellence Empowerment Responsibility
Our clothes realise our clients’ dreams We help clients to feel confident, successful and self-assured There is no typical Huntsman client. Every client is different. Every client matters This is reflected in our approach to bespoke. The house aims to make whoever walks through our doors a suit that is truly special, and to deliver faultless service. Our clothes complement the client’s tastes, character and personality. Commissioning a suit with Huntsman is a dialogue and a partnership. We work closely with our clients to achieve the best possible results – and to make their vision a reality, whatever it might be. The results speak for themselves: Huntsman empowers our clients to present the best version of themselves to the world.
P R I N C I P L E S
Excellence Empowerment Responsibility
We represent the very best of Savile Row We care about our work, our clients, and the wider world A Huntsman suit is the ultimate in sustainable luxury Today, Huntsman remains true to its heritage, but keeps an eye on the future too, evolving to offer customers the very best in bespoke clothing. Whether innovations like Bespoke 100, or our luxurious ready-to-wear collection, making clothes with integrity and skill is at the heart of what we do. The Huntsman suit is a time-honoured handmade garment, created from natural materials by skilled craftspeople. Our cloths are woven to last for decades, created from sustainable fibres. We make clothes to be worn and loved by our customers – not to hang unworn in the wardrobe.
P I L L A R S
Bespoke Ties & Accessories Ready-To-Wear Experience
The finest tailoring in the world Huntsman’s perfect finishing touches
Made with skill, true to our values We are nothing without our clients
P I L L A R S
Bespoke Ties & Accessories Ready-To-Wear Experience
Bespoke 1849 The pinnacle of handmade tailoring A Savile Row suit hand cut and tailored in-house. The ultimate bespoke experience for clients who value the tradition, uncompromising craftsmanship and provenance of British bespoke. Why? – Bespoke 1849 is the cornerstone of Huntsman’s identity – It’s the ultimate in handmade luxury for high-net-worth individuals, who seek the best of everything.
P I L L A R S
Bespoke Ties & Accessories Ready-To-Wear Experience
Bespoke 100 An innovation on Savile Row A bespoke suit cut and fitted in-house, with some tailoring performed by other ateliers that meet our standards. Baste and final fittings are conducted in-house to deliver the Huntsman experience for clients, and to ensure the final product is comparable in terms of fit, finish and quality to Bespoke 1849. Why? – Bespoke 100 speeds up the tailoring process and opens up Huntsman’s bespoke tailoring to cost-conscious and time-poor clients – It offers a Huntsman bespoke suit in the time and at the price that most competitors sell made-to-measure.
P I L L A R S
Bespoke Ties & Accessories Ready-To-Wear Experience
Bespoke Shirtmaking To complement Huntsman’s tailoring
Our bespoke shirts are made by the best workshops from only the finest shirtings. The service is designed to save clients time and effort, and to deliver shirts that are true to Huntsman’s standards. Why? – Huntsman made bespoke shirts for its clients in 1960s, today we are refocusing on the service to simplify our clients’ lives – Now, a customer can visit Huntsman for his bespoke tailoring and shirts at once. Each complements the other.
Ties P I L L A R S
Bespoke Ties & Accessories Ready-To-Wear Experience
Luxurious and convenient Clients have enjoyed Huntsman’s ties for decades. The house’s archive is filled with tie swatches cut and stitched for VIP clients. Gregory Peck gifted Frank Sinatra some Huntsman ties in the 1960s. Today, we offer ready-to-wear ties to complement our tailoring and shirts. This allows clients to style their suits when they visit us and take advice from our team – keeping their lives simple. Our bespoke tie service allows clients to add a further level of personalisation to their wardrobes. It’s also perfect for wedding parties and clients who are having suits made for special occasions. Why? – Our ties pay the perfect compliment to Huntsman’s tailoring – Our bespoke ties offer another level of personalisation for discerning clients.
P I L L A R S
Bespoke Ties & Accessories Ready-To-Wear Experience
Accessories Finishing touches that meet our standards Our pocket squares, pyjamas, cufflinks and braces are all designed in-house and made by select suppliers that share Huntsman’s attention to quality. We offer all the accessories that gentlemen might need, from small leather goods to slippers – rounding out their wardrobes and offering convenient solutions for gifting. Why? – Our accessories pay the perfect compliment to our tailoring – They help clients to fill holes in their wardrobes – They are the natural choice for gifting.
P I L L A R S
Bespoke Ties & Accessories Ready-To-Wear Experience
Luxurious clothing, a solution for clients Our ready-to-wear tailoring is true to our house style, and made with a bespoke cut from luxury tailoring cloths. Our ready-to-wear shirts and knitwear complement our tailoring. Our shirts are made in England to a unique Huntsman pattern. Our knitwear is knitted in the British Isles by specialist makers. Why? – Ready-to-wear solves problems for time-poor clients; delivering our house cut and impeccable fit straight off-the-peg – Shirts and knitwear offer solutions to help customers style their tailoring. They are also useful for gifting.
We are nothing without our clients P I L L A R S
Bespoke Ties & Accessories Ready-To-Wear Experience
We offer a luxurious experience for discerning people. Delivering faultless personal service is an integral part of the Huntsman experience. We simplify clients’ lives, and offer a service they can enjoy – taking time out for themselves in otherwise pressured schedules. Some families have been visiting us for generations, some clients are only just setting out on their bespoke journey. Each is equally important. Why? – Our clients are demanding. They will value both the best suits and the best service – We compete with other bespoke tailors to deliver a compelling personal experience – It is our job to make ordering bespoke clothes as convenient and pleasurable as possible.
House History
Savile Row’s finest tailor, contemporary since 1849
1849. Henry Huntsman
establishes a breeches maker on Dover Street in the West End. Huntsman’s reputation for excellent tailoring is quickly established.
1876. The house receives its first Royal Warrant from the Prince of Wales, later to be King Edward VII.
1888. Henry Huntsman receives a second Royal Warrant from Queen Victoria in recognition of his work.
1914. Huntsman is a tailor to
the British Army’s officer class
Records show that 133 Huntsman patrons are ‘killed in action’.
jacket with the silhouette of a riding coat.
1917. King Edward VIII, the style
1942. Colin Hammick joins
icon of the age, is recorded as a Huntsman client.
1919. Huntsman moves to No.11 Savile Row.
1921. Huntsman’s famous stag’s heads are gifted to the house by a customer before his lunch appointment.
1940. The house begins to
pioneer its signature one-button ‘Huntsman cut’, mixing the elegance of a one-button dinner
Huntsman as an apprentice cutter. Hammick will go on to champion Huntsman’s onebutton cut, and cement the house’s reputation for excellence on Savile Row.
1953. Gregory Peck begins a
50-year-long relationship with the house. He places over 140 orders in his lifetime.
1965. By this time, Katherine
Hepburn, Rex Harrison, Bing Crosby and Cecil Beaton are all
Huntsman clients. The house has the most prestigious celebrity client list on Savile Row.
finest and most expensive suiting fabrics in the world.
1971. The house cuts its first
Firth for Tinker, Tailor, Soldier, Spy.
suit for cinematic hero and heartthrob, Paul Newman.
1992. Designer Bill Blass fulfils his life’s ambition to order a bespoke Huntsman suit.
2002. Huntsman collaborates with Alexander McQueen on a special collection. McQueen orders a bespoke suit.
2007. Huntsman releases its 1PP
cloth collection; in 2007 these are
2009. Huntsman dresses Colin 2014. Huntsman hosts its
Gregory Peck retrospective, and stars in the first Kingsman movie. Director Matthew Vaughn (a client since his 18th Birthday) insists on featuring Huntsman.
2017. Huntsman launches its
bespoke tweed creation service, and opens its pied à terre in New York. The house also features in Kingsman II and makes Taron Egerton’s orange velvet jacket.
Client Profiles
Our clients are united by a mindset, they expect the best
M I L E S , B E P O K E
1 8 4 9
Prestige Positions
Career Status The Bespoke 1849 client is a high-profile success story. A business leader, a top-ranking executive, an entrepreneur or an industry-leading creative. He’s a frequent traveller, an international jet setter. His profession is demanding and he’s time-poor, but he makes his personal time count. Age Industry-leading mid 50s through to high-net-worth mid 60s. Lifestyle Money is no object. He invests in luxury goods and experiences. A connoisseur, he enjoys the best dining, luxury cars, watches, hotels and exclusive holidays.
He’s a collector, when he finds something he likes, he invests in it: fine art, whisky, classic cars. He’s a family man, established in different cities, often with two or more homes. He cares about the world around him. He engages in philanthropic activities and makes ethical purchasing decisions. Why Huntsman? Bespoke He connects with authenticity, exclusivity and provenance. He wears Bespoke 1849 because he values the tradition and craftsmanship of Savile Row. He owns an extensive Huntsman wardrobe, and orders clothes to compliment his lifestyle: impactful suits for
business, glamorous eveningwear, weekend separates. Recreational garments like shooting suits form part of his wardrobe, too. He places an average of two orders a year, takes advantage of exclusive cloths and tweeds, and trusts the house’s advice. He is loyal to Huntsman, but expects exceptional results. He enjoys a good relationship with his preferred salesman and cutter, and asks for his cutter by name. Ready to wear Ready-to-wear is a solution for important life events when there’s not time to commission a bespoke garment. Bespoke shirts and accessories streamline the process of wardrobe building, and he trusts in Huntsman quality.
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1 0 0
City Prosperity
Career Status A professional high-flier on the fast track to success. He works in a fast-paced corporate or entrepreneurial environment, and reaches a senior level before his peers. Age Aspirational mid 20s to high-profile mid 30s. Lifestyle He’s ambitious and time-poor, but with an unusually high disposable income. He works hard and smart to own the best of everything. He lives in a luxury apartment in a fashionable part of London, takes expensive holidays, wears designer ready-to-wear fashion and has a growing watch collection.
He may be single or living with a partner. He’s content to enjoy life and is yet to have a family. Why Huntsman? Bespoke Like the Bespoke 1849 client, he’s a conscious consumer; making informed decisions based on value, exclusivity and provenance. He might have been introduced to the house through family or a colleague, or discovered the Huntsman independently online. He aspires to bespoke, and Bespoke 100 offers him a way to develop his own bespoke wardrobe quickly. He connects with the service’s innovatory process, speed, convenience, and appreciates the Bespoke 100’s value-for-quality proposition.
An enthusiastic bespoke client, he places an average of two orders a year, often for multiple garments at once. His initial interest is business suiting, but develops over time towards eveningwear and weekendwear. Ready-to-wear A young, ambitious Huntsman enthusiast, he wears the house’s ready-to-wear tailoring, shirts and accessories to engage with Huntsman in different ways. He may have graduated from Huntsman ready-to-wear tailoring to Bespoke 100, but will continue to wear off-the-peg while his wardrobe develops.
H E N R Y , B E S P O K E
1 0 0
Country Living
Career Status An established professional or entrepreneur, possibly semiretired or retired. He’s led a highly successful career, either as a corporate industry leader or an entrepreneurial business owner. Age Successful early 40s to mid-60s. Lifestyle A made man, the Country Living client lives out of town in a substantial property, enjoying his leisure time and the rewards of a highly successful career. He may shoot, ride or enjoy other country pursuits. He might also enjoy other luxurious pastimes: maintaining a valuable classic car or building a private art collection.
He lives with his partner, but if he has children, they’ve long since grown up and embarked upon their own careers. Why Huntsman? Bespoke In line with Huntsman’s other core clients, he’s an intellient consumer, making spending decisions (particualrly for highend purchases) based on value, quality and authenticity. He connects with Bespoke 100’s value proposition, as it offers him cost-effective a way to invest in Huntsman – particularly the house’s country clothing. He takes a practical view of his wardrobe, and while he might commission lounge suits or separates for special occassions,
his primary interest is in sports coats, shooting or riding clothes for country use. He’s an enthusiastic adopter of Huntsman’s house tweeds, and admires the house’s expertise in shooting and sporting tailoring. Ready-to-wear While this client’s natural territory is Bespoke 100, he may choose to buy ready-to-wear tailoring when under timepressure, or to supplement his bespoke wardrobe with pieces he will wear less frequently: a dinner suit, for example. He’s more likely to shop Huntsman shirts, ties and accessories to complement his bespoke country tailoring.
P E N E L O P E , B E S P O K E 1 8 4 9
High-spending women
Age High profile mid-50s to mid-60s.
She’s married to a similarly highpowered husband, and the two share an interest in luxury goods and experiences. Her children are grown-up and independent, affording Penelope and her partner considerable leisure time.
Lifestyle Penelope has enjoyed an impressive career, either in a corporate role, or possibly in the arts as a leading performer or celebrity. She’s extremely wealthy, imageconscious, discerning, and enjoys a close affinity to her preferred luxury brands. She has built close relationships with select trusted suppliers for all the high-end goods in her life; food and drink, cosmetics, jewellery, holidays, wellness, fitness, and fashion.
Why Huntsman? Bespoke The Huntsman woman is drawn primarily to the prestige of Huntsman, and to the couture level of service that a bespoke tailor can provide. She expects precision, and values the incomparable quality of a bespoke suit. She may need clothes to compete in a business environment, or naturally feel most comfortable in a tailored jacket or overcoat for formalwear.
Career Status A high profile professional or industry-leading creative, now retired or near retirement.
Some female clients may need bespoke clothes for the red carpet, or to wear while in the public eye. These clients visit Huntsman with a very specific set of requirements in mind and rely on the house’s ability to create clothes that impress, while helping them to feel comfortable and secure in their appearance. Ready-to-wear Although not directly applicable to Penelope, select ready-to-wear accessories and our bespoke shirt or tie programmes may offer her a practical solution for gifting.
In Practise
‘Huntsman is the king of tailors and the tailor to kings’
We are guardians of a tradition
not traditional
We don’t just cut suits
we care for generations
We are the keepers of our craft
our work is uncompromising
We are exclusive
not elitist
We do not follow trends
we transcend them
I N
W O R D S
In one line: Huntsman is the pinnacle of Savile Row bespoke tailoring, contemporary since 1849. For almost 170 years, the house has made clothes for the world’s most discerning gentlemen and ladies, maintaining a unique set of standards and personal service to match.
In 100 words: Huntsman was awarded its first royal warrant in 1886, and has been a tailor to discerning ladies and gentlemen ever since; dressing style icons, film stars and heads of state. Known for its signature one-button ‘Huntsman cut’ and for its confident checked house tweeds, today Huntsman is the standard bearer for Savile Row world-wide, true to its heritage but forward-thinking, too. Its bespoke tailoring is made without compromise, and its approach to service is meticulous. Contemporary since 1849, Huntsman strives to deliver the best possible personal experience, and to create luxurious bespoke clothes that clients will cherish for years to come.
T O N E O F V O I C E Direct messaging, digital and print copy
Huntsman is a house, not a brand Our tone is confident, clean and sophisticated We use British English on all owned channels: we ‘specialise’, rather than ‘specialize’ We use plural personal pronouns that sound approachable and human: ‘we’ and ‘our’ We keep things clear and concise. We don’t use unnecessary words or phrases Punctuation is straightforward and simple Huntsman is expected to be formal, but we shy away from affected language – we are contemporary, not archaic
With this in mind, we use ‘while’ and ‘among’, not ‘whilst’ and ‘amongst’ We also use single quotes for reported speech in copy – not speech marks We capitalise our services, and all professional titles: ‘Ready-To-Wear’ not ‘ready-to-wear’. ‘The Prince of Wales’, not ‘the prince of Wales’ Apostrophes are acceptable, as long as they’re well placed and help a sentence to flow We are confident in our own voice. Huntsman is the most prestigious house on Savile Row, and the quality of our work speaks volumes We are proud of our name and our team
T O N E O F V O I C E Social media
We communicate on social media like we communicate on owned channels. We are confident, courteous and clear
We use words, not emojis
We keep words and phrases simple, and let the images we post speak for themselves
When we address our audience directly, we use inclusive, courteous language. For example: ‘On the occasion of our 100th anniversary on Savile Row, we wish all our clients well’
Again, we use plural personal pronouns to sound approachable and human
We prefer ‘clients’ to ‘customers’. Clients implies a personal relationship with Huntsman
We use one to two lines of copy per social post. Less is almost always more
We capitalise hashtags for clarity. For example: #HuntmanSavileRow not #huntsmansavilerow
Colloquialisms and abbreviations should be Our cornerstone hashtags are #Huntsman avoided, but apostrophes are permissible when #Bespoke and #SavileRow they’re included to help a sentence to flow
G U I D E L I N E S
AA Typography
Colour
Primar y logo
Gill Sans Garamond
Claret Pantone 209C Hex #75263B
Logo lock-up
Using Gill Sans as the primary typeface, with Garamond for longer pieces of copy and content. Used in considered and confident fashion to bring modernity to brand communications.
A limited colour palette of Claret is used across all communications. Giving Huntsman ownership over the colour and consistency in the client’s experience of the brand.
Secondary logo:
M A R K E T I N G
Campaigns
Digital & E-commerce
Social
High-quality visuals, true to Huntsman’s identity and position, used in global campaigns and targeted media buys.
A platform to promote Huntsman globally. A refined shop window with different points of entry to the house.
A lifestyle lead communication tool to allow current clients, prospects and fans of the brand into Huntsman’s world.
PR
In-store Design
Par tnerships
Global PR outreach through digital and print platforms, to raise awareness and target prospects in multiple territories.
A luxurious retail experience, whether on Savile Row or in New York, filled with heritage details and refined design.
Working with elevated luxury brands across different sectors. Partnering on projects with close brand alignment.
CHAOS69
Kendall wears jacket and trousers by Huntsman. Gloves and scarf stylists’ own. Necklace by Foundrae
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D O
D O N ’ T
Use short words and phrases that are confident and crisp
Use affected or unnecessarily complicated language. We are confident and clear in tone. Less is more
Reference clients in copy using their full formal title and name: ‘Sir Hardy Amies’ not ‘Hardy Amies’ or ‘Sir Hardy’
Refer to clients by their first names in any copy
Communicate to our audience that we take pride in our work and our talented team
Boast about our work. The quality of Huntsman’s tailoring speaks for itself
Engage with clients in a polite, professional way across all channels
Contradict or challenge customers, either in person, via telephone, email or on social media
Remind our audience that our clothes are handmade using traditional skills, to the highest possible standard
Use abbreviations or colloquialisms in copy on any owned channel
Address customers using ‘Sir’ and ‘Madam’ when replying to social media comments
TH E
H O U S E
H A N DBOO K