Authentically Selling “Heritage”

Tom Smarte was a family-run hatmaker founded in the late 18th century in Devon, England. Yet after the fourth Thomas Smarte died in the First World War, the brand lay silent until 2013 when Allon Zloof decided to revive it. As a designer hatmaker himself, he knew what needed to be done to bring the brand back.

Highlights:

  • The keys to selling a long-storied but long-sleeping heritage brand

  • The trouble with offering a high-quality product in a market of low-quality competitors

  • An alternative to advertising: How to win new customers with collaborations

To listen to the interview, click here.

About the Author

Andrea Roe is Project Director for Seven Stockings, a graphic design firm for the fashion industry.