This seems at odds with the Hackett polo shirts seen in the shops, which suggests they already have a divide but are trying to maintain it all under one name. It seems to me that they could easily create three distinct brands, one for their heritage clothing, and another for their sports ranges and a third aimed at the younger market which they seem to be trying to reach. This would allow for different marketing approaches for each range which would allow them to advertise in a certain way for one range that otherwise would be damaging for another. I would predict we will see this separation expand over the coming seasons.
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