Repositioning a Gentelmen’s Brand
“With the support of Agustin’s vision and brilliance, we successfully redefined our premium brands, Robert’s and Men’s Fashion, and achieved a clear value proposition and communication strategy. It has been a privilege to collaborate with Agustin and Garza Group.”
Jack Haber, Chairman of the Board / Haber Holding.
Haber Holding
Haber Holding is a leader in the textile and fashion industry, operating more than 170 stores across Mexico and Central America. Among their most high-profile men’s fashion retail brands are Robert’s and Men’s Fashion, focused on formal and casual apparel and accessories.
Robert’s, established in 1955, is a multi-brand retail concept catering to men, with over 40 locations that offer a range of international brands including Hugo Boss, Canali, Calderoni, and their own brand, Robert’s, designed for men who appreciate dressing well. Men’s Fashion, founded in 1990, has grown into a key player in the casual apparel segment with over 120 locations. It specifically targets the young market.
In response to the rapidly changing preferences in the fashion market, Haber Holding has undertaken a repositioning. Garza Group has had the privilege of assisting the company in revitalizing these two brands by providing fresh identity solutions.
Key collaborations: Eduardo Caccia, David Rettig, Daniel González, and Chesley Nassaney.
Brand Identity
Marketing Communications
Advertising Consulting
Retail Interior Design
Signage