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BT Fashions at IAADFS: President & CEO Gabriel Bottazzi, Chief Creative Officer Lina Henao, Vice President & General Manager of Travel Retail Panos Argyros and Sales Director South America/Caribbean/Europe Stephane Gonzalez |
Bijoux Terner, pioneer of the US$10 one-price concept, unveiled its new corporate identity BT Fashions at the 2012 IAADFS Duty Free Show of the Americas in March.
The rebranding of the 38-year-old company name seeks to better reflect the organisation and its expanded brand portfolio, which has grown to eight different product offerings, including the recently introduced AdiXion retail concept.
The Bijoux Terner brand and its US$10 one-price concept remains at the core of the company and continues to be a primary focus, BT Fashions President and Chief Executive Officer Gabriel Bottazzi told The Moodie Report at the Orlando fair.
From March 2012, the company offers a total of seven brands to travel retailers.
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BT Fashions’ booth at the 2012 IAADFS fair showcased the new family of brands for travel retailers |
AdiXion multi-brand retail concept
“The Bijoux Terner company has changed dramatically over the past few years,” explained Bottazzi. “Since 2009, the company has introduced several new brands at different price points, while following the simple price point strategy that has made its Bijoux Terner brand such a resounding success.
“To reflect this new dynamic, the company is rebranding itself as BT Fashions – a global company providing high quality but affordable fashion accessories under a family of brands.”
He continued: “While Bijoux Terner is as strong as ever and is the company’s flagship brand, the new brands have generated a lot of buzz in the market. These new brands combine all of the company’s core competencies developed under Bijoux Terner – the sourcing and designing that create the high-value products at the added-value price for which we have been known – and take them to new levels.”
In addition to the original Bijoux Terner brand, the other six brands in the BT Fashions travel retail portfolio – many of which were on display at the company’s IAADFS booth – include:
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AdiXion handbags are designed with fine details and trims |
Deja Voux: Three-piece gift sets for both women and men, with retail prices at around US$20;
Voux: Modern and stylish collection of watches, ties, jewellery and other items in packaging that is suited to gift-giving, retailing at US$20.
Xest Jolie: Sophisticated jewellery and accessories inspired by nature, retailing at US$30.
Madeira: Handbags and belts with “avant-garde personality” retailing at US$40.
Cool Travel Fashion: A line of travel accessories, retailing from US$10 to US$30.
AdiXion: A premium fashion accessories brand focused on handbags, retailing at US$50.
AdiXion store openings in the pipeline
In 2011, the company introduced the AdiXion retail concept to house this new extended family of brands. The first store opened in Miami International Airport in summer 2011 and BT Fashions has agreements in place for more in 2012.
“In an AdiXion store, shoppers can appreciate the full scope of the company’s products with price levels that range from as little as US$10 to US$50, each of which offers an incredible value at their respective price level,” said Bottazzi.
“We are opening between three and six new AdiXion stores in the next three to six months, at the airport and in the cruise sector,” he added.
Commenting that “Luxury is coming back with a bang”, Bottazzi noted that handbags are a booming sector of the fashion market. “US$50 is still huge value for bags,” he said, admiring an AdiXion model featuring fine detailing and hardware. “It’s an important category and we want to focus on that – it’s a trend.”
Animal print is also a best-seller for the brand and is beginning to become something of a classic trend, even as the fashion seasons pass, observed Bottazzi. Watches are another key category with new styles in wood and with trendy wraparound straps.
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Left: Voux watches feature rose-gold, diamond-studded models (retail price: US$20); Right: Xest Jolie necklaces (US$30) |
Turning to the Bijoux Terner core brand, where several trends were showcased on the booth, including Aquatic Life, Miss Sporty, A La Mod and Tribal Times, Bottazzi enthused: “There’s still so much potential for the Bijoux Terner brand. We offer 30,000 different Bijoux Terner products per year. US$10 is an appealing price point but consumers want more choice.”
With some 30,000 items under the Bijoux Terner brand alone, Bottazzi is eager to keep customers informed of the latest news and developments at the company. BT Fashions produces a monthly What’s New publication for clients which is now in its 35th edition.
Among other things, the book details new products and trends, as well as how to dress the company’s mannequins, which were introduced last year and have proved a highly successful in-store display fixture. (Apparently shoppers have been known to request all the items draped on the mannequins to complete their look, according to BT Fashions Chief Creative Officer & Vice President Lina Henao.)
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Above and below: Bijoux Terner Spring/Summer trends include nautical, aquatic, exotic skins, animal print and tribal |
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About BT Fashions
Established in the 1970s, Miami-based BT Fashions (formerly Bijoux Terner) is one of the leading gift specialists in the travel retail channel. The company pioneered the “all items, one price” concept. The award-winning company offers a full range of fashion-forward accessories and gift items inspired by high-end style trends. Bijoux Terner dominates the simple pricing market by sourcing and designing high-value products at value-added pricing, producing quality merchandise.
Bijoux Terner has more than 550 boutiques worldwide specialising in women’s and men’s fashion accessories.
Bijoux Terner boutiques can be found in travel destinations including hotel and casino resorts, cruiseships, airports and train stations in over 60 countries, in North America, South America, Europe, the Middle East, Africa and Asia Pacific.
For details, contact Panayiotis Argyros, Vice President & General Manager of Travel Retail Worldwide, tel: +1 786 547 4091, fax: +1 305 500 7551or e-mail pargyros@btfashions.com Visit www.btfashions.com
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