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Lyle & Scott appoints BT Expedite as it readies social media stores

10 March 2011 | By Ronan Shields

Men’s fashion brand Lyle & Scott is preparing to sell items via its social media channels.

Sources at the men’s fashion brand confirmed the move to new media age, which understands the strategy will be kicked off on Facebook.

It’s also understood that the Scottish brand has appointed BT’s online retail division BT Expedite to develop its social commerce strategy.

BT Expedite has previously worked on social commerce strategies with brands including women’s fashion house Aurora Fashion, which owns brands such as Karen Millen and Oasis, and men’s label Thomas Pink.

Steve Thomas, BT Expedite’s chief technology officer, said, “A lot of brands are looking to make sure their ecommerce strategies are multi-faceted and include social commerce as a necessary part of that.”

Speaking previously with new media age, Will Dymott, head of ecommerce at Lyle & Scott, said the brand wanted to establish the definition of social commerce before implementing its strategy.

“The problem is that social media isn’t defined yet because it’s so new,” he said (nma 22 July 2010). “It can mean using Facebook to sell or including customer reviews.” The men’s fashion label has previously used its social media strategy to gain insight into what clothes its target customers wear. One example was running a Facebook competition inviting fans to upload photos of themselves to its page.

This competition reached a reputed 60,000 users and helped the brand further shape its social media strategy, according to Dymott.

Last May, Lyle & Scott appointed DBD Media as its first search agency and launched a transactional mobile site (nma 20 May 2010).

Earlier this year, fellow clothing brand French Connection, Unilever brand Dove and fashion etailer ASOS launched transactional stores within Facebook (nma 10 February 2011).

Read the published NMA article