To transform Lyle & Scott from a tired golfing brand to a sought after fashion label, driving sales and persuading the press to re-evaluate the brand’s product offering and positioning
We focussed on the brand’s Golden Eagle and made it a sign of distinction amongst style leaders. We began with a collaboration with Selfridges and a targeted gifting campaign placing products with emerging music artists, TV presenters and young Brit actors.
The men’s Vintage collection was placed on a huge number of celebrities including the key characters in the hit youth show Skins, Nick Grimshaw, Jack Whitehall, The Arctic Monkeys, Bloc Party, Gary Barlow, The Kaiser Chiefs, The Killers, Jake Bugg, Nicholas Hoult and Tom Sturridge.
Press rediscovered the brand and the collection was regularly featured in all men’s glossy titles and national newspapers.
All editorial targets were exceeded year on year.