Welsh gold jewellery brand Clogau, which is celebrating its 25th anniversary this year, has set its sights on airport expansion in 2015 and beyond – an objective it describes as “a big challenge but a key target.”
In line with this aim, the brand has revamped its in-store furniture, creating new self-select merchandising units that showcase a wide range of products, with no staffing requirements. The stand-alone, rotating display unit was presented to the trade at this year’s TFWA World Exhibition in Cannes.
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Clogau continues to explore new category opportunities with its second fragrance, Cariad |
“We have listened to our customers,” APAC New Business Development Manager Artemis Couroupaki told The Moodie Report. “These units are very flexible, and easily managed. But they are still very high quality, and allow us to maintain our branding and promote our heritage. We can even add story cards, to highlight our history, in addition to presenting our products.”
Another merchandising innovation is Clogau’s new counter-top unit for rings. “These are really fuelling impulse purchases,” Couroupaki confirmed. “There are 25 rings per unit. In the shops where we have trialled these, sales have increased by around +62%.”
Wedding rings in particular form a key part of Clogau’s portfolio, and the company has created an exclusive wedding ring range for Japan, where its bridal business is big. Another innovation is ‘Clogau Compose’, a service which allows customers to create, in three simple steps, their own bespoke engagement rings.
Customers select the gold type, carotage and style, followed by the diamond cut, colour and clarity. Each element can be customised to suit each individual’s style and budget, resulting in a unique piece of jewellery. Complementary wedding rings are also available.
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“Clogau Compose offers around 22,000 different combinations,” noted Couroupaki, “and it allows customers to choose something that is really personal. Interestingly, at our flagship domestic store in Cardiff, high-value sales have increased since the service was introduced.”
Clogau continues to capitalise on international expansion opportunities outside its home market. 2013 saw key advances in China, where the company’s 18 karat gold offer is proving popular. The brand is on schedule to open its third boutique, in Qingdao, in February 2015 following successful openings in Beijing and Shenzhen.
Clogau’s domestic and airport drive is being conducted in tandem with its focus on inflight retail. Earlier this year the brand unveiled a new collection of lockets that is exclusive to the inflight channel. “We are now working on the second phase of lockets, and fine-tuning the offer and the price-points,” noted Couroupaki. “We have confirmed listings onboard Japan Airlines and British Airways from January, with others pending.”
Clogau also continues to explore new opportunities within fragrance and fashion. The brand has added to its Am Byth Eau de Toilette with a new Cariad edt. The juice features notes of grapefruit, bergamot, lemon and cassis. A collection of scarves, inspired by some of the brand’s best-selling pieces, is also in the pipeline.
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Clogau’s new stand-alone, rotating display units | |
