Essay About Howard Masters And S Shirts

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Group origins and structure
Tony’s father, Howard Masters, set up Shirtmaster in the 1950s. Howard was a skilled tailor and saw the potential
for designing and manufacturing a distinctive range of men’s shirts and ties marketed under the �Shirtmaster’ brand.
Howard set up a shirt manufacturing company with good access to the employee skills needed to design and make
shirts. Howard had recognised the opportunity to make distinctive shirts incorporating innovative design features
including the latest man-made fibres. In the 1960s London was a global fashion centre exploiting the UK’s leading
position in popular music. Men became much more fashion conscious, and were willing to pay premium prices for
clothes with style and flair. Shirtmaster by the 1960s had built up a UK network of more than 2,000 small
independent clothing retailers. These retailers sold the full range of men’s wear including made-to-measure suits,
shirts and matching ties, shoes and other clothing accessories. Extensive and expensive TV and cinema advertising
supported the Shirtmaster brand.
The Shirtmaster Group is made up of two divisions — the Shirtmaster division which concentrates on the retail shirt
business and the Corporate Clothing division which supplies workwear to large industrial and commercial customers.
Corporate Clothing has similar origins to Shirtmaster,