Buckley London targets younger consumers with fresh product offer

Buckley London is focusing on a new brand image and targeting a younger audience following the company’s “best ever” TFWA World Exhibition.

Having refreshed its product range and changed its pricing strategy, aiming to keep all items under £60, Buckley London said it is looking forward to a strong start in the New Year. This shift, it believes, enables it to broaden its appeal while maintaining its British heritage, quality and design. 

“Accessible and affordable”: the travel retail exclusive Be Loved range and the Astoria collection were among those highlighted in Cannes

Buckley London Global Sales Director Neil Thompson said: “We’re looking to appeal to a slightly younger demographic, the fashion conscious and socially active, who tend to spend more of their disposable income on fashion items. Making our range more accessible and affordable to this audience encourages frequency of spend.”

At the TFWA World Exhibition Buckley London introduced its Astoria line, inspired by Art Deco designs, with each piece featuring mother of pearl and angular cut-out detailing to give a contemporary look.

The brand also highlighted its Autumn/Winter range, featuring a romantic theme of interlocking castings, hearts and kisses, which focuses on rose gold – a key trend for the season – contrasting with rhodium and yellow gold plating. Travel retail exclusive collections unveiled in Cannes included Eclipse, Be Loved, Embrace and Be Precious Bracelet.

In Cannes, Buckley also introduced new POS furniture including upgraded shelving for existing stands, a space saving counter-top ring unit and a three tier bracelet bar design to further expand self-select display material. 

Eclipse (left) is another travel retail exclusive line while Shard proved popular with buyers at Cannes, according to Buckley

“A new look space, stunning marketing visuals and an exciting new direction in product allowed for positive comments and meetings throughout the show,” Thompson said.

He said Cannes confirmed the broad appeal of the new designs. “Popular collections were Shard and London Rocks – both of which perfectly demonstrate the transition of the brand to incorporate a younger audience.”

Buckley was “thrilled” with responses during the show and believes Cannes 2015 was its best year. “We now look forward to the official launch of S/S16 in January and are confident of a strong start to the coming year,” Thompson concluded.

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