Tuesday, 27 July 2010

Watch This Space- Pringle Reinvent Themselves - 27/07/10

Pringle, more famously known for its near 200 year heritage and fabulous knitwear, is having a wardrobe make over. Pringle’s boss Mary-Adair Macaire has revealed the companies stealth and strategic plans to rejuvenate the brand that was once known as ‘the’ luxury knitwear label.

The brand lost its gloss over the past decade with its product (which was too narrow, too similar and too...for a certain age) and marketing strategy, yet now, Macaire has grand plans to “turn the knitwear brand into Scotland's answer to Chanel.” How will she reach this goal? Macaire will focus on moving the brand forward, whilst reinventing its association with Scottish fashion, through modern design.

Macaire also aims to maintain Pringle’s heritage, noting that “key retailers want to work with us at the luxury end because a lot of labels are made in Asia or somewhere else and it's not the same. Not the same longevity, not the same feel.”

Image credit: pringlescotland.com

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Melinda O’Rourke is the founder and Director of MO Luxury, a dynamic, Sydney-based management firm specialising in luxury brands and services. Melinda and her associates at MO work with local and international brands across prestige retail, fashion, fine jewellery, timepieces and specialised services. Melinda is well-connected, well-read, and well-versed in the demands of the luxury market and its client base. Her advice is firmly based in objectivity and ultimately, accountability. Melinda offers constructive counsel and both strategic and creative thinking and is able to draw upon a strong network of specialised talent to compliment the MO Luxury team as needed. Melinda enjoys excellent industry relationships and is regularly quoted in the business and fashion media. Read more about MO Luxury, www.moluxury.com.au