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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