Lyle & Scott is merging its two men’s young fashion ranges into one, hoping a more streamlined approach will give it a “stronger brand message”.
From autumn 13 the Heritage and Vintage lines will be merged under the Vintage banner, with the yellow eagle emblem used across all product. All pricing architecture will now be tiered under the one line.
Lyle & Scott sales director Gavin Murphy said: “Having one brand gives a stronger brand message. [Having more] can become slightly confusing for the end consumer.”
Autumn 13 will be the first collection from head of design Carolyn Massey, who joined in March. The range will showcase a renewed focus on the brand’s heritage and is being split into mini collections, with Scott tartan used on some products and Fair Isle designs sourced from the Lyle & Scott archive.
“We’re trying to give the retailer stories to buy into and also to merchandise together,” said brand/marketing director Richard Martin, who joined three weeks ago from Fred Perry.
Martin added that Lyle & Scott will work “very closely” with its 160 UK stockists and supply new branded visual merchandising.
The www.lyleandscott.com website will relaunch in June, featuring more editorial content.