Luxury fashion brand Pringle of Scotland has appointed Starcom Motive to handle its strategic media planning and buying. The account, which was previously held by Red Media, is worth an estimated &£2m.
It is understood that the fashion brand spoke to a number of undisclosed agencies as part of a review of its media. The decision to review was prompted by the brand’s global expansion and the consequent need for a larger agency. The move does not affect the brand’s in-house creative team, which is led by creative consultant Valerie Wickes.The Pringle brand has moved into new territories, such as Russia and Asia, since its high-profile relaunch in 2001. It has started showing its collections at the London and Milan fashion weeks and opened a flagship store on London’s New Bond Street in 2002, which was followed by a second store last year in Sloane Street.
Last year, Pringle used model Sophie Dahl as the face of its spring/summer collection. The campaign played on Pringle’s heritage as a popular brand with Fifties pin-up sweater girls such as Jean Simmons and Margaret Lockwood (MW January 23, 2003).
The relaunch followed the sale of the brand to Hong Kong-based knitwear manufacturer SC Fang & Sons and the appointment of chief executive Kim Winser.