“We came away from TFWA World Exhibition with a
real buzz this year. It was undoubtedly the best week ever for us. We had a
fantastic response to all our newness; we had buyers stopping us in the street
congratulating us and saying all they keep hearing people talk about is Tyko
Brands and in particular Hippie Chic. There’s no doubt that affordable,
on-trend fashion accessories are just as important to the travel retail business
as luxury – more so in some cases.” This summary of a phenomenally successful
week in Cannes from Tyko Brands travel retail director Martin Lovatt came on
the back of a record sales year for the company.
2016 will see Tyko Brands offering
airline and ground store customers a 738% increase in brand sku’s, focusing on Kartel,
Hippie Chic and Breo. “We’ve spent the last year studying global market trends, understanding
the needs, expectations and desires of the global consumer.”
Continues Lovatt. “The new models introduced to buyers at TFWA
World Exhibition were the result of translating this data into core ‘must have’
products; products which offer consumers exceptional quality at affordable prices.
Products that, in turn, drive volume sales for ALL our global travel retail
partners.”
Hippie Chic has been re-launched to offer a diverse multi-category
product range that allows buyers the chance to feature the brand in watch,
jewellery and accessories sections, whilst offering a multi-buy opportunity to
drive the average transaction upwards. Cannes saw new watch and jewellery collections
introduced with onboard price points from just £10 to £25.
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| Hippie Chic Ebony wrap around |
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| Hippie Chic Savannah wrap around |
“Everyone
loved the new Hippie Chic watch collections, especially the new wrap around
Savannah and Ebony, with its genuine leather braded strap, plus the new
friendship inspired collections Kirra, Zuri and Alora,” says Lovatt. “The rose
gold Nia with sunray rose gold dial was a real showstopper, while jewellery
went down a storm too with the reversible Colbie bracelet grabbing the
headlines, closely followed by the three-pack bracelet sets Romy and Esme.
Finally the new 100% cotton scarves retailing at £15 on board were the icing on
the cake.”
Hippie Chic is the perfect volume selling brand:
“As an example, a major European low cost carrier sold 6000 units of one sku
Pagan watch in August alone,” continues Lovatt.
The new Breo
Moda, Orb10 and Cosmo collections retailing from £15 to £45 also received a
very positive response during the week. “Thanks to the amazing sales from
global ground store locations over the past 12 months Breo has once again shown
the love affair that global passengers have with the brand,” says Lovatt. “Breo
should be a key strategic brand for our clients on board for SS16 to help drive
incremental in-pulse purchases on board. Average monthly sales in an airport
Turkey for 2 months were 730 units per month!”
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| Breo Moda |
Last, but not
least, Cannes saw the official launch of Kartel
watches to ground-store buyers. Targeted to an edgy audience ranging from
‘preppy’ to the more style-conscious, three-day growth, tattoo wearing
individual, Kartel competes against £100+ brands with a high-precision
collection featuring stainless steel case backs, metal mesh bracelets and a
variation of genuine leather and Harris Tweed straps from just £55.
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| Kartel |
“We had a very good response to Kartel both
from ground and airline buyers,” says Lovatt. “Kartel is a totally different
audience to Breo or Hippie Chic so sits nicely alongside these brands in
catalogues and shops." Next year will see the offer increasing from 9 skus
in one collection to 23 models over five collections.
“There’s so
much focus in this business on premium and luxury at the expense of high
volume, fashion brands which Tyko Brands has proven are just as critical in
terms of delivering to the travelling consumer what he/she wants. The reaction
from buyers to our offer in Cannes this year is evidence that the message is
getting through: on trend, high volume, quality brands and products are very
much in demand by the global passenger."
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