With a name like Jetlag, it was only a matter of time before
this contemporary meets comfort fashion brand targeted travel retail.
The company made its travel retail debut at the recent Duty Free
Show of the Americas where Anthony T Sala, VP Sales & Merchandising Jetlag,
introduced to the market a unique range of casual men’s-wear positioned as
being perfect for cruise, travel and beach wear. A growing range of women’s-wear
is also available.
What makes Jetlag different to any other premium fashion brand
is not just its intense attention to remarkable details: from outstanding
Italian fabrics, to innovative hand-sanded vintage washes. Nor is it just its distinctive
unique styling with ultra-soft materials, quality hardware accents and a design
team which reinvents and breathes new life into each season.
For travel retail, consumers will love the reversibility of many
items within the range. Shorts, cargo pants, joggers and jackets which can be
simply reversed from block colours to patterns – bold to pastels, camouflage
and strong floral designs to cool shades. Two pieces for the price of one!
Apart from the reversibility, Jetlag offers items such as the
gorgeously scrunchy padded jacket that folds up into a hand-sized pouch.
Wearable straight from the pouch…no ironing needed…the jacket is simply perfect
for airlines looking for something truly different to add to their inflight
range.
Jetlag comes to travel retail with strong investment behind the
brand. Established in Germany in 1993 to take men’s denim and cargo wear in a superior
new direction, Jetlag USA is a division of Jordache Enterprises (best known for
U.S.Polo Assn).
With presence across Europe, Russia and Germany, Jetlag’s launched
into the USA market in 2005. An instant hit, today the brand is sold in some
200 plus higher end department stores and boutiques all over the country
including Nordstrom, Bloomingdales and Macy’s.
It is Anthony T Sala, who joined the company in 2013 bringing
blue-chip fashion experience with brands including Eddie Bauer, Puma, Ralph
Lauren, Guess? and Calvin Klein, who has seen the potential for Jetlag in
travel retail and took the decision to exhibit in Orlando. “ I am very glad
that we were accepted at the show and the response to the Jetlag offer was
phenomenal and we’ve had serious discussions with a number of retailers from
all over the Americas,” he says.
Sala believes that there is real potential for Jetlag to have a
branded presence in airport retail with its own boutiques, as well as Shop In
Shops and Personalised Corners. “As a company we have the finance and
logistical support to be able to create a unique and really very different
offer to travellers in store. Jetlag offers a complete trend-setting fashion
style – stylish and sophisticated yet, at the same time, functional and
practical.” Sala also sees real potential for the brand through border shops,
on cruise ships, and – for the fold up items – even inflight.
Jetlag is keen for the brand to move into travel retail globally
and is interested in hearing from agents and distributors interested in discussing
possible partnerships. “I believe we could work on both agency and distribution
bases depending on the area and our own regional offices,” continues Sala. “It’s not a question of if we do this…we are going to do this, but recognise
that working with companies already experienced in the travel retail business
is the sensible way forward.”
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