Tuesday, 23 April 2013

HIPPIE CHIC SUCCESS ON EASYJET PROVES THAT TRAVEL RETAIL IS NOT JUST ABOUT LUXURY


In its first week of being listed onboard easyJet with Gate Total Solutions, Breo’s Hippie Chic leather watch bracelet has sold a massive 1,398 pieces – well beyond both the airline and supplier’s expectations. Retailing at just £10 ($20) onboard, the Hippie Chic watch bracelet is exclusive to travel retail and, says Breo Global Travel Retail Sales Manager Alison Fishwick: ‘We’re just thrilled at the response on just one airline. It definitely goes to prove that consumers are not just looking for premium and luxury items when they travel, but are equally interested in good value, high fashion, fun items that are affordable and absolutely right for impulse sales.’



Hippie Chic, which capitalises on the hippie/BoHo ‘stacking’ trend, is a real leather bracelet with an antique-look watch face in various styles and is adorned with metal charms and decorations. The watch bracelet is just one of the launches on Breo’s stand at TFWA Asia Pacific Conference & Exhibition this year (stand H29) where new duo-packs and watch with bracelet packs will be introduced by this first time exhibitor.

Apart from Hippie Chic, the company is also launching Breo Twilight which gives Breo watches a more premium feel by incorporating Swarovski Elements and black highlights. ‘We believe this will take Breo to a wider audience and is particularly suitable for the Asian market,’ continues Fishwick. ‘We are also launching an increased strength Tourmaline sports watch called Breo Energy, which releases negative ions that are said to have health benefits and energy properties. It’s a great offering, taking the ion sports band one step further and incorporating our Roam Elite watch head which is engineered to the highest level with great temperature tolerance and water proof to 5 atm.’ Price will be between $20-$25.



With listings on more than 80 airlines worldwide and a growing ground-shop and ferry business, Breo is confident that the Middle East and Asia offers great opportunities for the brand. ‘We are seeing real success in the Middle East and Asia and are listed inflight with Asiana, KAL and Saudi, plus we are launching Breo with Heinemann for KLIA T2 in Kuala Lumpur,’ says Fishwick. ‘We’ve also recently achieved a wall space listing with Bahrain Duty Free for our Go range.’


About Breo: Breo aims to offer an inspired portfolio of lifestyle products synonymous with quality and innovation that appeal to consumers looking for something different.

Press enquiries: Rowena Holland, Essential Communications.



April 2013



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