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Lyle & Scott IT system flags up best-sellers to stockists

Young fashion brand Lyle & Scott has invested £500,000 in an IT system to help educate its stockists about its best-selling items.

It will use the system, which monitors product sales and shopping trends on its website and its London flagship store in Covent Garden, to keep its 95 stockists appraised of its fastest-moving lines.

Head of ecommerce Will Dymott said: “It gives us more tangible information. It means our sales people can say to indies: ‘This is what the end-customer is buying from our website or store’. It just means we can share this information and, when they call back for further buys [repeats or top-ups], we can give them this information and help them make the right choice.”

Separately, Lyle & Scott is to ramp up its womenswear offer. It is using its website to trial a 17-piece vintage-inspired collection, with retail prices ranging from £30 to £100. The collection, which includes dresses, sweaters and cardigans, will be rolled out to its wholesale operation if it proves successful. Previously the brand only offered golf-style T-shirts, jumpers and trousers in womenswear.

Lyle & Scott has also made a raft of appointments. Claire O’Connor will join next month, assuming the newly created role of womenswear manager to help grow the womenswear business. She was previously at distributor and agency Prelude.

Meanwhile, Riccardo Staldi has joined in the newly created position of European business manager from distributor Live Fashion. He will be responsible for growing European accounts.

Lyle & Scott stockists include independents as well as young fashion chain Urban Outfitters, Selfridges and House of Fraser.

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