Franchise giant partners with fashion house

The Australasian division of one of the largest real estate networks in the world has unveiled a new range of corporate apparel for agents.

Century 21 has partnered with leading Australian fashion house, InStitchu, to launch a new range of corporate apparel for agents and staff across Australia and New Zealand.

With input from agents in the field, the new fashion includes complementary accessory options such as C21 branded belts, cuff links, ties, scarves and pocket squares.

The famous Century 21 gold jacket has also been refreshed and redesigned for the Australian and New Zealand marketplaces.

To complement these changes, the network engaged a branding agency to create a new series of modern collateral, designed to enhance brand impressions in the market.

“It was time for a fresh new look for the network and I believe the new fashion designs and branding have achieved the right balance between celebrating our heritage, brand and colour scheme and ensuring the appearance of our agents and brand is eye-catching,” Century 21 chairman Charles Tarbey said.

“Through this journey, we even dared to give the world-famous Century 21 gold jacket a makeover, with a colour and style that is more contemporary."

“For those who work with us – and for those yet to join us – we wish to instil confidence that we are professional and highly trained agents who stand out from the crowd – in service, results and style,” he said.

The new corporate apparel will consist of custom-made InStitchu garments, with staff able to choose from a range of styles, colours and accessories, all tailored specifically for each person.

Using the online service offered by InStitchu, the process of outfitting agents will be made simpler and more efficient. Agents will provide their measurements through an online ordering process, with the outfits delivered within three weeks.

InStitchu tailors will also be attending upcoming Century 21 events, allowing agents to be measured on the spot.

According to Century 21, the gold jacket – which has been seen in Ghostbusters and The Sopranos (among other notable films and TV series) – has been given a fresh, tailored look and will be offered alongside black and dark grey suit options. Female agents will have the option of bespoke pant, or skirt suit combinations.

“For over 20 years, Century 21 has been a trusted name for many Australians and we are thrilled that they have chosen InStitchu to design and manufacture their new uniforms,” InStitchu founder James Wakefield said.

“This is a great opportunity for the InStitchu team, as the new uniform will reflect and embody everything Century 21 represents."

The new corporate apparel and branding will be phased in over the coming months.

Century 21’s new brand collateral includes updated and refreshed signboards, logos, ‘For Sale’ signs and print advertisements.

[Related: 7 ways to tackle personal branding]

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