Monday, 16 April 2018

FRAAS – The Scarf Company returns to Singapore after a successful year

FRAAS – The Scarf Company is returning to TFWA Asia Pacific Exhibition & Conference (Level 1, Q15) having recorded a very positive 2017 in travel retail. Last year saw the family run company exhibit in Singapore and Cannes for the first time, resulting in good progress being made in the travel retail channel with new listings in Europe (Munich, Vienna, Brussels, Tallink Sillja) an increasingly strong presence in China (20 stores), and a developing inflight strategy.

"Global travel retail is full of opportunities for FRAAS. Over the next 3-5 years our aim is to become THE global scarf brand in travel retail. We are confident that this is achieveable, especially with the recent results we have been seeing. If the talks that we are currently having with key players go as we expect, the travelling shopper will be seeing us in major international HUBs and in all major travel retail channels very soon. We are well on our way to making a clear difference to the way scarves are perceived and sold in global travel retail," comments Andreas Schmidt, Owner and Managing Director, FRAAS.

This year sees FRAAS showcase its beautiful range of wraps and ponchos from its fall/winter collection. One of the key aspects of the new collection is focused around gifting, with hat and scarf knitted sets and light-weight silk scarves in a variety of gift-boxes. "Gifting continues to be key in travel retail; being stuck in an airport gives passengers the perfect opportunity to shop around for gifts for loved ones, so ensuring our collections have amazing gift-sets is a key strategy for us," adds Schimidt.

FRAAS has a strong presence in the APAC region, with core markets in Japan, Australia and India. Schimidt comments, "We find that the Asian consumer really appreciates the origin and heritage of our products, which gives us a big advantage in such a competitive market. We are delighted to be returning to TFWA AP. We are convinced that all our products and selling concepts highly benefit the Travel Retail channel. Being present in Singapore is the perfect opportunity to present our collections to key buyers and showcase the USP’s of our family company."

FRAAS – The Scarf Company will also be showing:

The Perfect Gift – the most beautiful presents come from the heart and from FRAAS. Under this slogan FRAAS offers a Gift collection of precious scarves hats and gloves in beautiful packaging – the perfect gift to bring home from a trip. RRP: €69-€199.

My Travel Companion – A range of oversized scarves, ruanas and ponchos that are the perfect travel companion as they fit in all carry-on baggage and keep you warm and comfortable while travelling. The collection also includes regular sized scarves. RRP: €29-€399.
In addition, the company will be showcasing its FRAAS Signature Collection. With RRPs of €69-399, the collection is exclusively manufactured in Germany and Italy and is distilled from the carefully guarded essence of FRAAS’s expertise. In this new capsule collection, the best of 135 years of scarf manufacturing is combined with the ambitions of a leader in the world market.

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