Pringle sets out to reclaim luxury image

Pringle of Scotland, the clothing brand, is revealing a new logo as it rolls out a global advertising campaign in September and ramps up its ad spend.

Pringle of Scotland, the clothing brand, is revealing a new logo as it rolls out a global advertising campaign in September and ramps up its ad spend.

The black-and-white campaign breaks first in Italy this month, as Pringle showcases its menswear collection in Milan, and is designed to return the brand to its upmarket heritage, according to head of marketing Charlotte Thomas.

Clare Waight Keller, who joined Pringle from Gucci last autumn, has led the creative direction of the campaign. The new logo is script only but the company’s royal warrants and the lion icon will continue to feature in marketing. The logo was designed by Fabien Baron of creative agency Baron & Baron.

Thomas says Pringle is “substantially increasing marketing spend” as it seeks to reposition itself, but declines to give any further details. In April the company appointed M2M to its &£2m media planning and buying account.

She says the aim of the campaign is to “take the brand up steeply” to luxury status. The ad campaign, incorporating print and outdoor, will run in prestige fashion titles including Vogue, Harper’s Bazaar and Tatler.

Waight Keller says: “The new logo and campaign are impactful and send out a strong new message, which is smart and elegant, but with a real personality that is engaging.” She adds that the intention is to “move the brand to a substantially higher level of international luxury fashion”.

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