BT’s retail specialist e-commerce division, BT Fresca, has re-launched a new mobile optimised web site for fashion clothing brand, Lyle & Scott (

The golden eagle brand, founded in the Scottish borders, has a heritage of more than 130 years and last year was the proud winner of Drapers Young Fashion Brand of the Year.

Lyle & Scott selected BT Fresca to redesign, build and host, both its existing mobile and e-commerce web sites. The new design has a bold, striking look and feel, perfectly reflecting the brand and its commitment to an integrated approach to social media.

The BT Fresca team is also delivering online marketing services, including traffic analysis and e-mail campaigns.

One of the main elements in the refresh was to ensure the continued success of Lyle & Scott’s mobile transactional site. This is mobile optimised and designed to be suitable for all smartphones, rather than an app build for a specific mobile platform such as iPhone and Android. This service allows customers to shop whenever and wherever they like while they are on the go. Pages are simple and uncluttered for quick and easy use on mobile browsers.

The site has been designed by BT Fresca as a channel on the same application so there are no integration problems for Lyle & Scott. The mobile commerce site is a first for BT Fresca. With other projects due to go live on the FrescaCommerce platform, the e-commerce specialist believes m-commerce will be a very important area for them in the future.

Will Dymott, head of eCommerce for Lyle & Scott, said: Our web site underlines Lyle & Scott’s commitment to develop new and exciting products and to make them available for our customers across multiple channels. FrescaCommerce is a perfect fit for what we want to achieve. Our online and social media capabilities help to increase sales and give customers a positive experience.”

Over the next 12 months, BT Fresca will be working with Lyle & Scott on plans to launch web sites in different languages to boost sales to customers in different countries. Lyle and Scott aim to provide the same level of service to those customers as it does to customers in the UK.

Published on: 12:53PM on 14th December 2010