Pringle reviews £2m media buying
Fashion brand Pringle of Scotland has put its media planning and buying up for review. The business is held by Starcom, who won the &£2m business from Red Media in 2004 (MW April 8, 2004).
It is understood the Scottish knitwear house is speaking to several undisclosed agencies as part of a review of its media. The Pringle brand has moved into new territories, including Russia and Asia, since its high-profile relaunch in 2001, when it began showing its collections at the London and Milan fashion weeks. It is thought to be plotting aggressive expansion in overseas markets.
In 2003 the brand used model Sophie Dahl in a spring/summer campaign created by its in-house creative team. The campaign played on Pringle’s heritage with 1950s pin-up sweater girls such as Jean Simmons and Margaret Lockwood (MW January 23, 2003). It followed Pringle’s attempt to position itself as a credible fashion brand selling more than just golf wear and argyle knitted clothing.
The company was spun off from former parent Dawson International in 2000, and sold to Hong Kong-based Fang Brothers Knitting. Designer Clare Waight Keller was employed last year to breathe new life into the image.
In 2004, Scottish actor Ewan McGregor joined forces with the knitwear firm to front a charity campaign for the Children’s Hospice Association Scotland (CHAS).
