April 15, 2015
Image from Pringle of Scotland's exhibition
British apparel and accessories label Pringle of Scotland is celebrating its 200th anniversary with an exhibition sharing its history at the National Museum of Scotland in Edinburgh.
The exhibition will trace Pringle of Scotland’s evolution from its origins in 1815 to its position as an international luxury brand specializing in outerwear in 2015. Sharing its history with consumers will allow them to form a more intimate connection with the brand and its heritage.
"Exhibitions appeal to a broad audience and allow the brand to control what they share and how they share it," said Elizabeth Weinstein, account executive at The O Group, New York. "They allow the brand to highlight their history in a dynamic and immersive way.
"By showcasing historical photography, manufacturing techniques, film footage and one-of-a kind clothing items, this exhibition will provide valuable brand experiences across many platforms."
Ms. Weinstein is not affiliated with Pringle of Scotland, but agreed to comment as an industry expert.
Pringle of Scotland was unable to comment directly.
Public display
As its name would suggest, Scotland is essential to the aesthetic of Pringle’s band. Consequently, the National Museum of Scotland is the ideal location for an exhibition that will highlight the brand’s history in the country.
The exhibition will feature the brand's signature knitwear
An exhibition is an excellent way to gain publicity as it encourages consumers to learn more about a brand, while at the same time focusing on its heritage and history. Exhibitions give consumers a chance to see some of a brand’s most iconic pieces.
Pringle of Scotland is one of the world’s oldest fashion brands, and this exhibition will allow the brand to share that information with a wide audience. Scotland is also the birthplace of the knitwear industry as a whole, so focusing on the national element will emphasize Pringle’s significance as a leading brand.
Some rare pieces will be included
The Pringle of Scotland exhibition will include rare pieces of early knitwear from the brand and many examples of its iconic apparel. It will also incorporate archival records and film footage to help consumers see the brand from a variety of perspectives.
Pringle of Scotland's exhibition will be free, welcoming consumers of any economic status to partake in the celebration. By opening its doors to share its exhibition, Pringle will be appeal to both aspirational consumers and those who are unfamiliar with the brand.
"Pringle of Scotland is an innately Scottish brand," Ms. Weinstein said. "The association with Scottish heritage emphasizes the personal nature of this house and will likely attract the interest of both cultural and fashion enthusiasts."
The exhibition will explore how Pringle of Scotland was able to transform the knitwear industry over the centuries as well as how the brand continues to stay relevant in the modern world. By providing this information in the form of an exhibition, Pringle of Scotland is guaranteeing that many consumers will learn more about the brand.
The exhibition will be on display at the National Museum of Scotland
Better with age
Pringle of Scotland has been promoting its anniversary in a variety of ways. The British apparel and accessories label previously boosted awareness for its 200th anniversary through a placement within Vodafone London Fashion Weekend Feb. 26 through March 1.
Pringle designed a limited-edition tote bag exclusively available to the event’s ticketholders, which featured the brand’s name and the words “200 years.” As attendees walked around with the bags, both at the event and after, they helped spread word of the label’s milestone (see story).
The brand has also introduced other initiatives to highlight its impressive heritage. For example, the cashmere label brought back its “Pringle Bulletin,” a newsletter distributed to employees in the 1950s and 1960s, as a digital update for its email subscribers.
Pringle launched its email bulletin with a look at its archive collection based on Princess Grace’s classic wardrobe. Email is the perfect platform to share insider information, since consumers who sign up are likely to be engaged and interested in the brand (see story).
Reminding consumers about history and heritage helps keep them loyal to the brand. Pringle’s exhibition will likely accomplish this as well.
"Their heritage is the link between their current global identity and the past," Ms. Weinstein said. "As one of the first luxury knitwear manufacturers in the world, Pringle of Scotland has a number of unique attributes that differentiate them from other luxury brands in the same category.
"They created the argyle pattern, coined the term 'knitwear' and essentially invented the twinset."
Final Take
Kay Sorin, editorial assistant on Luxury Daily, New York
Share your thoughts. Click here
