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Brosway Italia’s design schemes aim to boost the attractiveness of jewellery in travel retail |
Italian fashion jewellery brand Brosway Italia has introduced a new sales tower designed to meet the demands of duty free jewellery sales.
The brand unveiled its merchandising concept during the TFWA World Exhibition in Cannes.
It is based on six parameters for selling jewellery in duty free and, Brosway Italia claims, it was working on the idea even before entering the market “because you cannot sell jewellery the same way you do on the local market”.
The company said it believed it was the first time a fashion jewellery brand has developed a full merchandising concept (including packaging, fixtures, POS material) just for duty free, which it said was “proof of our commitment to this market”.
Its concept identifies six parameters for selling fashion jewellery in duty free (these do not include the quality and creativity of the product which, Brosway Italia says, is “the first and most important key of success”).
1 – space is scarce.
2 – buyers are reluctant to test a new brand as, to do this, they have to move or delete another brand and/or its display.
3 – sales staff are busy and cannot spend too much time with each passenger.
4- jewellery sales in duty free are based on impulse and bring to the retailer additional sales as it does not “˜cannibalise’ other categories.
5-customers do not know the value on the domestic market because they are too many references; hence the criteria is “perceived value”.
6- motivated and well trained sales assistants can greatly enhance sales.
Based on these factors Brosway Italia developed a tower which, it says, offers not only self-service and storage but also has a full side dedicated to a lighted show window to create image. This, the brand says, is important: “you cannot sell jewellery on a fixture which shows only boxed product: you need an additional show window”.
The Brosway Italia tower offers:
– a foot print of 0.36 sq m
– the fixture is self-sufficient (show windows are not required, it is a “shoe-in” concept allowing the brand to be introduced without disturbing other brands and/or their displays)
– it is self service
– vertical display enhances the visual impact of products
– the display “enhances” the perceived value of the jewellery with customers, Brosway Italia claims, “pleasantly surprised” when they are told the retail price
– the brand offers incentives and provides training and merchandising material which includes tips on how to sell the product to customers, how to achieve multiple sales and other practical points.
In duty free retailing the brand uses boxes with a see through lid and magnetic closure; there is also a magnet at the bottom of the box holding it vertically in its pigeon hole on the fixture.
Brosway Italia also highlighted a shop-in-shop concept for opportunities where more space was available.
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Brosway Italia aims to build “perceived value” in jewellery among consumers |
