February 2nd, 2009 by admin

Lyle and Scott is a Scottish brand of men’s clothing and apparel that generally and originally includes knitwear products designed for men. Founded about two centuries ago, it has established popularity as a knitted outwear such as pullovers, cardigans, twinsets and jackets used in golfing. Several famous golfers and celebrities have been seen sporting them and a good number of them have endorsed them.

As it established itself as sports attire, the brand has been represented by major golf players and other sporting personalities from all over the globe. Therefore, as it has, in so many years been largely associated with golf, it has also been established brand affinity among the older and the more affluent segment of the society. Although their designs have not been extremely conservative as they have also ventured into brightly coloured designs, the brand’s equity remains to be of a more of the conservative and conventional type.

Now the brand intends to maximize this vintage equity to give it a more premium appeal while incorporating a modern touch. While maintaining its core mature market, the Lyle and Scott brand now wants to capture a younger aged market by re-vitalizing the so-called golden era of men’s fashion where sophisticated men wear equally sophisticated clothing that reflects their status in life. By this move of opening up to more modern designs beyond golf clothing, it is now able to appeal to the more relaxed and self-assured individuals who want only the best and finest type of clothing to use for casual or smart casual wear.