SINGAPORE. DFASS Singapore has just celebrated the first anniversary of its inflight and mail-order concession agreement with Singapore Airlines.
The Miami-based concessionaire was awarded the contract after one of the most competitive bids of recent years and considerable due diligence by the airline, which had previously run the business in-house.
For DFASS, owned by Benny Klepach, Singapore Airlines represented the first major airline full-concession award in the Asia region.
Vice President Purchasing and Vendor Relations John Garner told The Moodie Report: “Despite the challenges of LAGs regulations introduced during the year, DFASS has generated above-budgeted sales for Singapore Airlines and has undertaken many successful new marketing initiatives.
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“Despite the challenges of LAGs regulations introduced during the year, DFASS has generated above-budgeted sales for Singapore Airlines and has undertaken many successful new marketing initiatives“ |
John Garner Vice President Purchasing and Vendor Relations DFASS |
“These include restyling the KrisShop catalogue, broadening the onboard product range to include confectionery and prestigious liquor brands such as Johnnie Walker Blue Label, and launching a redesigned website (www.KrisShop.com).
“DFASS also launched a new catalogue for First and Business Class passengers with an exclusive range of Montblanc timepieces, writing instruments and small leathergoods,” Garner said.
From September 2007 the KrisShop catalogue was changed to a quarterly frequency. Each edition features both onboard sales items and the mail-order product range. The latest edition, released on 1 December, features more than 30 new products including “˜Love is in the Air’, a special gift selection of Valentine’s Day presents.
New fragrance introductions from Lancôme, Anna Sui, YSL, Burberry, Dolce & Gabbana and Giorgio Armani are also featured.
The men’s skincare range includes the new Biotherm Homme High Recharge and the women’s treatment range continues to be led with outstanding sales of StriVectin, DFASS said. SKII continues as a major contributor to that category with a new Signs eye cream and Signs Treatment Totality added to the selection. The popular La Prairie range has also been renewed with three new products offered on board.
Watches, jewellery and gifts are proving highly popular with new additions from Fluff Chelsea Girls gift set, a Hugo Boss men’s belt and wallet, and new timepieces from Aigner and Mitch & Marc.
Godiva leads the confectionery category while the “cute snoring bear” is proving popular with children and adults alike, Garner added.
New gadgets in the consumer technology section include the Avov Premio Pro Laptop presentation kit and Minox Classic digital camera.
The catalogue also features a number of Airbus A380 exclusive items commemorating Singapore Airlines receiving the world’s first A380, which is now flying between Singapore and Sydney. The aircraft will also be used on the Singapore-London route, after Singapore Airlines receives its second aircraft early next year.
SUCCESS ON SILK AIR
In addition to the Singapore Airlines contract, DFASS was also awarded the inflight concession for the airline’s rapidly expanding regional carrier, Silk Air. The latter’s offer is focusing on providing a range of products tailored to the regional leisure traveller and special items selected for the China market.
2008 presents many exciting new marketing opportunities including merchandise linked to the first Formula One night-time race which will be hosted in the city’s streets on 28 September, Garner concluded.
MORE STORIES ON SINGAPORE AIRLINES
All set for take-off at Singapore Changi Airport’s spectacular new Terminal Three – 09/12/07
Four more airlines to join SIA at Changi T3 – 29/10/07
DFASS secures worldwide inflight distribution deal for skincare brand SK-II – 26/10/07
Website of the week: KrisShop – 12/07/07
DFASS drives change as Singapore Airlines reveals new online catalogue – 05/07/07
