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Lyle & Scott targets multi-channel growth

Young fashion brand Lyle & Scott is to trial a consumer catalogue and relaunch its website as it looks to drive its multi-channel sales.

An A5-sized catalogue showcasing 80 products from its vintage and heritage collections will be piloted. The 48-page menswear catalogue will be sent to 150,000 customers on the brand’s marketing database.

Head of ecommerce Will Dymott told Drapers that the catalogue, which will launch in October in time for Christmas purchases, will also feature extra editorial content - in addition to product pricing and photography - but declined to provide details.

Dymott added that Lyle & Scott wanted to limit the catalogue to its strongest-performing ranges.

“Our vintage and archive brands are our strongest areas at the moment,” he said. “We wanted to target a particular demographic and if we put in our other ranges such as golf clothes then it would become a whole book and we just wanted a limited-size catalogue.”

Dymott said he believed the brand’s young, male customer had a propensity to buy by mail order and added that the catalogue would help drive traffic to bricks-and-mortar stores as well as Lyle & Scott’s transactional website.

The launch of the catalogue coincides with a major overhaul of the Lyle & Scott website. The site, which underwent a small revamp last year, will be rebuilt and redesigned across the front and back ends.

It will also be made multi-lingual, which will significantly boost the brand’s natural ranking on search engines in foreign countries. The brand already delivers to overseas markets including France, the US, China, Egypt, Denmark, Germany and Turkey.

“The main reason for the redesign is that we want to get the site onto a new platform which is ready for international expansion,” said Dymott.

Lyle & Scott launched a mobile transactional site in May, allowing customers to buy Lyle & Scott products from web-enabled mobile devices. Dymott said the mobile site had already broken even.

The brand, which has a flagship store in London’s Covent Garden, is stocked in 95 retailers including Urban Outfitters, Selfridges and House of Fraser.

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