For 2018, Mustang has announced a new brand strategy that includes an updated product concept, a new store design concept (The House of Mustang) and a new visual language. Here, CEO Dietmar Axt explains what this means for the collection, the brand’s own retail and what role the wild horse will play in the future.

Mustang has announced a new brand strategy with an updated concept regarding products and retail stores (The House of Mustang) and new imagery. Why did Mustang take this step? What do you expect to happen?

Mustang is an extraordinary denim brand with a unique history. 95% of German, Austrian and Swiss people know our brand. The updated brand strategy is our roadmap to find and inspire new customers, based on our already high sympathy among most people. For us it’s about using the clear brand profile and potential performance to maximize the efficiency of our brand in regards to Mustang’s worldwide likability and public image. In this context, we have initiated general changes that our customer will experience from f/w ’18 on: For example an updated concept regarding products and stores, new imagery, a new e-shop and a new corporate site.

We will also start to include our stylistic element again, the Mustang horse, and will show our traditional Mustang wing not only on the hip pockets but also on our top garments.

Mustang CEO Dietmar Axt

Ordering is happening as we speak and the new concept was already presented. How did the buyers react? Do you already see a difference in the order numbers?

Buyers have reacted in a positive way consistently. It shows that the market is actively looking for brands with a clear vision and a coherent plan. That’s very beneficial for us. This way, several buyers have opted for additional Mustang garments for their lifestyle areas and have added tops for the already existing departments. Especially the development of our Denim NOS program and the expansion of our offer of tops were received positively. However, it is too early for a final assessment of this season’s order round.

In the past, Mustang wasn’t known for denim innovations. How open are existing clients for the new offer of tops and the higher level of fashion in the collections? Or is the new direction mostly represented via Mustang’s own retail?

The expanded offer of tops will be available in our retail stores, wholesale spaces and online. So far, the feedback has been positive from both established and potential new clients as well as the press. Our wholesale partners are open for the extension of the Mustang collections and the increase of fashion.

Especially the development of our Denim NOS program and the expansion of our offer of tops were received positively.

Mustang CEO Dietmar Axt

How were the promised improvements regarding premium quality, attention to detail and perfect fit realized in the collections?

We focus on suppliers near Europe (Turkey, North Africa) and long-lasting ties with them to maintain our high standards of quality. Furthermore, we push the usage of authentic denim fabrics (without artificial fibers) and only utilize high-grade materials.



Additionally, Mustang products have traditionally been characterized by intricate detailing. New developments often make use of that and are inspired by our own artwork and design archive. For the f/w ’18 women’s collection, embellishments–whether lace, rushing, sequins, tassels, pearls or eyelets–play a key role and can be found as a central theme throughout all product categories. For men, key pieces feature embellished denim where decorative details such as zippers, eyelets or rivets enhance the products. 
We will also start to include our stylistic element again, the Mustang horse, and will show our traditional Mustang wing not only on the hip pockets but also on our top garments.

Our fit is one of our main assets. We have revised our fit catalog and will adjust it steadily. We have introduced new women’s jeans and we have modernized our bestseller for men, The Tramper, by reworking foot and knee width. The new Tramper will be available with a new pocket print in July 2018.

How do you want to differentiate yourself from competitors?

As I said, the market looks for brands with a clear vision and a coherent plan. That we have and we follow this vision: “We conclude the experienced jeans buyer’s odyssey by offering a pair of jeans with no tradeoffs regarding fit and quality.” With the implementation of the new promise and brand concept we will elevate ourselves from the competition and will make a lasting difference.

You are promising the flexibility and tempo of a start-up. How will you make that happen?

Thanks to our tradition, we are excellent in our field, but maintain the flexibility and the tempo of a start-up to be able to operate in the market successfully. That means that we combine both sides’ key assets: On the one hand we are the first denim brand in Europe and are specialists in every aspect of denim, on the other hand we stand for an efficient structure with decisiveness, an entrepreneurial marketing concept and we are forcing the cooperation with local research institutions. For this reason, we think of ourselves as a “heritage start-up.”



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