Lyle & Scott is a fashion brand with Scottish roots and a global customer base. We’ve worked alongside the business on a wide range of projects over the years, beginning with internal communications in 2014 and expanding into a long-running programme of seasonal product launches for agents and distributors around the world.
At the heart of our work is a clear aim: creating experiences that present each new collection in a way that is distinctive, engaging and drives sales.
The brief
Twice a year, Lyle & Scott brings its agents and distributors together to unveil new collections, land key messages and build genuine excitement around each launch. These aren’t just diary dates – they’re key commercial moments. Attendees get to see the new ranges and leave with the confidence to sell them.
But the brief goes beyond presenting product. The room is full of independent business owners with their own markets, their own priorities and their own instincts. Many are international and English isn’t always their first language so clarity isn’t a nice-to-have. If the collection is the reason they’ve come, the event has to help them understand it, connect with it and sell it with confidence.
Budgets need to work hard too, which means ideas have to be both imaginative and practical. That discipline has shaped our approach throughout. We always look at a project through the eyes of the audience: what do they need to know, how will they engage, and how should it feel from the moment they arrive to the moment they leave?
Sally Ann Edmonds, our Joint Managing Director, has been part of this relationship from day one. Over the years, she’s become a trusted sounding board for Lyle & Scott’s team – fielding ideas, exploring what’s possible and providing steady reassurance when it’s needed – ensuring every launch makes its mark.
Shaping the event
Memorable events don’t happen by accident. For every Lyle & Scott launch, the work starts long before anyone sets foot on site.
Working closely with their teams, we scope the agenda, set priorities and define the shape of the event around a single question: what do we want people to know, do and feel when they leave?
From there, everything else follows. That may mean advising on the destination, the venue, the pacing, refining how messages are framed for an international audience. It can also involve challenging decision-makers, or finding a better balance between information and interaction. Part of our role is helping the team cut through complexity and create a focused plan that reflects what the business needs.
That same thinking applies to delivery. We increasingly work with trusted in-market suppliers, rather than transporting full production kit to every location. It’s an approach that reflects our shared commitment to reducing environmental impact without compromising on quality.
We carry out due diligence and coordinate local crews on the ground, giving Lyle & Scott the reassurance of experienced production oversight. For technically sensitive roles, such as sound, we retain trusted specialists to protect communication and delivery.
Creating immersive environments
The objective is not simply to dress a room or hold a conference. It’s to build a setting that captures the mood of the season and makes the collection desirable.
Over the years, that’s meant a ski lodge in a Scottish hotel, a catwalk on a beach in Greece, a fashion show beside a golf course in Marbella. In Selkirk, we stripped back a format that had become information-heavy and made it more focused and interactive. Engagement on the day increased noticeably. Afterwards, Lyle & Scott saw signs of a shift in purchasing patterns in some markets as agents and distributors started to look beyond their usual buying habits.
Adapting to the circumstances
Like any long-running client relationship, there have been moments that called for creative thinking and flexibility. Whatever the challenge – time, budget or circumstance – we work hard to make the client’s vision a reality.
During Covid, we delivered an internal awards ceremony unlike any other. At a time when in-person gatherings were heavily restricted, we created an environment that linked multiple physical rooms with small numbers of attendees together in a way that felt fun and considered. With limited resources and tight constraints, we found a way to make the event feel connected, lively and purposeful while meeting social distancing rules.
Another memorable example came in Marrakesh, before we started working with in-country teams. The collection and supporting materials were delayed at customs. With delegates already on site and very little equipment available, we had to improvise to keep the event on track. Garments were displayed using trees and branches and simple materials were repurposed to help bring the sessions to life and maintain engagement.
“I never know how they do it. We are unreasonable, we are demanding and we want our pound of flesh, but Pb delivers each and every time."
An evolving partnership
Over more than a decade, Lyle & Scott’s seasonal launches have become more immersive, more structured and more closely aligned with what resonates with audiences.
But the principle behind the work has remained constant: every experience should feel relevant, considered and worthwhile for the people in the room. Whether that means rethinking a format, building a setting from scratch in a remote location or responding to problems in real time, that’s what we’re there to do.
“We work with hundreds of partners around the world but Pb is not one of them: it is so difficult for us to tell where we end and Pb begins. They are our “wingman” – they make us the very best version of ourselves. I never know how they do it. We are unreasonable, we are demanding and we want our pound of flesh, but Pb delivers each and every time.”
“I am so proud of what Lyle & Scott has become over the last 12 years. We have more than tripled in size and now span the globe, but I know that we would never have become as successful as we have without Pb helping us to shine at the two most critical moments in the year when we launch our new ranges.”
“It’s not just that Pb will do all the normal stuff you would expect – the challenge, the support, understanding our business etc – they do more than that. They get us. They are kind but powerful when we have lost the path. They roll-up their sleeves and climb in the ditch with us to get the work done.”
Philip Oldham, CEO, Lyle & Scott
They feel like a brilliant extension to the Lyle & Scott family and I would not work with another production company if you paid me.
“It is very special when we have the type of client relationships that we do with Lyle & Scott. They have allowed us in, which has enabled us to truly partner with them over the long term. “
“This relationship, which is built on trust and respect, gives us the opportunity to not only understand the DNA of Lyle & Scott and where they have come from but – more importantly – where they are going.
“As an ambitious growing business, they can be demanding but they are also pragmatic. With the wonderful team at Pb team behind me, I know we can always deliver. It has been a privilege to watch Lyle & Scott flourish as a business and to feel that Pb is part of that story!”
Sal Edmonds, Joint Managing Director