The day started with an introduction from one of the company’s founders, Henning Kern who described how working together with his creative team over the past 30 years has helped to create unique jewellery that stands the test of time. All of the designs Dyrberg/Kern create are inspired by the combination of current fashion trends and Nordic design heritage, which results in a Scandinavian brand but one that relates to women around the world.
After a sumptuous champagne breakfast, the customers were shown the new ‘Northern Lights’ Fall collection that will be revealed at the TFWA Asia Pacific Exhibition and Conference in May. The range has been influenced by the famous Northern Sky in Iceland, which attracts tourists from all over the world. Inspired by the green and blues of the Icelandic sky, the new range includes necklaces, rings, bracelets and watches.
Comments, Jacob Olsen, Travel Retail Manager, Dyrberg/Kern, “We think it is very important for our customers to view the collection and give comments before it is released to the market. Our customers know what their passengers like to purchase more than we do, so it is vital to get their input to ensure we are producing relevant products. We pride ourselves on being as flexible as possible, which means that if our customers like a particular product but want some changes, or want a set made exclusive for their airline, we are able to satisfy these requests quite easily.”
Ian Cowie, Managing Director, Scorpio Worldwide comments, “It is fantastic working with such a like-minded, customer focused brand as Dyrberg Kern. We have had a great year representing the brand, picking up their Agent of the Year award for 2015, and we wanted to do some direct customer focused development work with them. So, when Jacob suggested this event to coincide with Copenhagen Fashion Week, we thought it was a great opportunity to take some of our customers to their HQ, and get some valued feedback on the ranges prior to launch later in the year. It was a great success and we hope to be able to repeat this again in the future as we further expand with the brand.”
Dyrberg/Kern also showcased its new retail display unit that aims to provide high sales turnover in a small square metre space. The unit can house a wide range of products, all of which will retail at similar price points to those seen on-board. Olsen continues, “The travel retail market is a shop window for our brand; we want to make sure we offer travellers high quality products at impulsive price points, so we can build up our reputation of being one of the best jewellery brands on the market.”
Ana Rita Aragão, Inflight Sales Director, Lojas Francas TAP comments, “In my opinion events like these are very important for the customer to provide the brand with all the necessary information of the business. Due to inflight being such a specific operation with a lot of differences from country to country, it’s essential that the brand knows the passengers profile, what kind of selling prices are more adequate to the business, and of course what type of product is essential to have in the inflight catalogue. We could see the entire collection and had the possibility to make suggestions to the brand regarding each specific market. We were also very fortunate to have Scorpio Worldwide present at the event; as the distributor they know the markets they work with very well, therefore this makes for a perfect trio- brand/distributor/customer.
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