“We’re not a shy brand. We love to be bright in our colours and our patterns.”
That confidence is reflected in Joseph Ribkoff collections, although the Canadian womenswear house has historically taken a quieter approach to promoting its name.
“We haven’t really made a lot of marketing noise,” says Joseph Ribkoff Vice President Global Sales & Business Development Nadine Clour.
Now, as the nearly 70-year-old brand expands into airport retail, it is finding new opportunities to introduce its collections to an international audience and better understand how women shop while travelling.
Speaking to The Moodie Davitt Report Managing Editor Ameesha Raizada at the TFWA World Exhibition, Clour reflects on the company’s move into airports after more than two decades in cruise retail, and the early lessons shaping its expansion.
Present in more than 62 countries and around 3,000 speciality boutiques worldwide, Joseph Ribkoff has already established two airport locations, with further openings in development.
And the response has challenged some assumptions about what travellers are willing to purchase.
“We’re pleasantly surprised by the category performance. The customer is not shy to buy denim or a dress in the airport space. She wants to try it on and build her wardrobe there. It’s a very interesting market for us.”
Clour says airports are also proving valuable as a platform for brand discovery, particularly among women who recognise the Joseph Ribkoff name but are less familiar with its collections.
Operating directly with airports has also enabled Joseph Ribkoff to gather consumer feedback and continuously refine its assortment.
“We understand who she is, why she’s buying, what she’s buying. And we are continuously adapting our assortment for her.”
The video interview explores how that insight is influencing the brand’s approach to travel-friendly fashion, from versatile wardrobe pieces to its contemporary Edit 57 capsule, named after its founding year of 1957. ✈
