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Exclusive: Lyle & Scott unifies under Vintage banner

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 website will relaunch in June, featuring more editorial content.

Readers' comments (3)

  • I take it this essentially means that Heritage has been binned - not merged - and price points will be what Vintage currently are. What will happen to stockists that currently sell Heritage because L&S wouldn't let them have Vintage - where will they stand? Will they be 'allowed' to continue to sell the brand? This hasn't been made clear by the brand and probably deliberately so.

    One point worth making is that consumers do not buy 'stories', they buy product. If they want a story they will read Goldilocks and the Three Bears. Marketing departments, don't you just love 'em? :)

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  • The whispers in the industry indicated this would happen as soon as the Heritage line went into Scotts. Where they'll be dumping all the excess Heritage stock is anyones guess - anybody got Mike Ashley's number ? It can sit next to Firetrap.

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  • Does this mean House of Fraser and John Lewis get Vintage,this will water down it's appeal and sales for many indies who have traded this brand very well so far, with the big boys invited to the party,it's not as much fun,heritage was always easier to get and less desirable.

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