A Fashion Remake for Pringle

by Deidre Woollard (RSS feed)
Feb 22nd 2005 at 9:46AM

Pringle becomes the latest brand with a somewhat dusty reputation to try and seek a piece of the luxury brands pie. The strategy is to make the 190-year old Pringle name seem fashionable without losing its main selling point of intrinsic Scottishness. Their cashmere sweaters are woven not knitted for a more seamless sheer look and they are incorporating newer materials such as rabbit skin. Pringle is taking their line to Milan Fashion week, presenting a look they refer to as having a "savage glamour." Pringle will keeps its mainstays such as the lion logo and argyle that they are known for but hopes to attract a new, younger audience of luxury consumers in the same way that Burberry has.

[via Agenda, Inc.]

Filed under: Apparel

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