Pringle : REINCARNATION

"Stillness is not absence.

It is presence without any emphasis.”

This project was part of my Strategic Brand Management module in Year 3. We were tasked with producing a brand analysis report that identifies a gap in a brand and develop a new strategy that could realistically address it and support future growth.

Alongside the report, the brief required us to create a 60-90s brand video that encapsulates and visually supports the proposed direction.

From the set of brands, I chose Pringle of Scotland.

What stood out to me was the dichotomy - a brand with strong heritage, knitwear expertise and cultural depth, yet one where these assets didn’t feel fully expressed in the way modern consumers see and engage with brands today.

It felt like a tougher problem to solve and that is what made it more interesting to work on.

What went into it:

• Developed a detailed brand overview and applied Kapferer’s Brand Identity Prism to evaluate Pringle’s brand codes, how they are currently expressed and perceived.

• Built a brand positioning map to assess where Pringle sits in the market, looking at cultural relevance against perceived degree of knitwear craft / expertise.

• Analysed the broader market environment through PESTEL and explored shifts in consumer behaviour, particularly within luxury fashion.

• Conducted primary research through a survey structured using Keller’s Consumer Based Brand Equity (CBBE) model, complemented by ethnographic analysis of online discussions to explore current perceptions in more depth.

• Evaluated Pringle’s digital marketing, distribution strategy and sustainability efforts to further understand its current situation.

What I found:

Pringle of Scotland is one of the oldest luxury brands in the world. Born in the Scottish Borders, the brand is credited for developing the intarsia technique, which paved the way for the now-iconic argyle pattern. Pringle’s identity is rooted in quality, craftsmanship and its long connection to Hawick.

However, heritage alone is not enough to remain relevant.

Pringle’s foremost challenge lies in the persistent under-activation of its assets across touch points. Despite recent financial stabilisation, a weak brand salience, fragmented distribution and limited storytelling prevent consumers from fully engaging with its values.

What I proposed:

To address these challenges, I developed Pringle : REINCARNATION, a brand rejuvenation strategy that aims to reposition Pringle of Scotland as a modern Scottish knitwear house.

Built around Heritage, Modernity and Longevity, the strategy focuses on elevating its Hawick roots, expressing them in the visual and cultural language of the contemporary luxury clientele and positioning longevity and circularity as visible brand promises to rebuild long-term brand equity.

Pringle : REINCARNATION targets the Value Vanguards - consumers aged 18- 44 whose shopping behaviour is mainly driven by appreciation of craftsmanship, authenticity and product value over conspicuous display. 

The implementation follows a phased model, moving from internal optimisation and cultural re-anchoring to stabilisation before scaling. It follows an umbrella approach focussing on the following:

• Refine the product offering through a tighter edit of hero styles and re-expressing argyle as a modern brand signature.

• Strengthen digital storytelling, making craftsmanship, heritage and product construction more visible.

• Adopt a more curated distribution strategy, focusing on selective retail presence to rebuild salience and brand credibility.

• Position circularity and longevity as a value promise, by shedding light on existing circular practices through clearer communication, measurable goals and partnerships.