Danish jewellery brand Dyrberg/Kern teamed up with inflight agent Scorpio Worldwide earlier this month to showcase its upcoming Fall collection to customers during Copenhagen Fashion Week.
Customers from Europe and the Middle East, including Servair Italia, Lojas Francas TAP, Lagardère Inflight and Traveller, gathered on 4 February to give feedback on the Northern Lights range before its release. Henning Kern, one of Dyrberg/Kern’s founders, started the day off by describing how working together with his creative team over the past 30 years has helped to create “unique jewellery that stands the test of time”. Kern revealed that all of the designs Dyrberg/Kern produce are inspired by the combination of current fashion trends and Nordic design heritage, resulting in a Scandinavian brand that relates to women around the world.
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Northern Lights: the Fall jewellery range references the greens and blues of the Icelandic skies | |
Inspired by the greens and blues of the famous Icelandic skies, the Northern Lights Fall range includes necklaces, rings, bracelets and watches and will be revealed at the TFWA Asia Pacific Exhibition and Conference in May.
Dyrberg/Kern Travel Retail Manager Jacob Olsen commented: “We think it is very important for our customers to view the collection and give comments before it is released to the market. Our customers know what their passengers like to purchase more than we do, so it is vital to get their input to ensure we are producing relevant products. We pride ourselves on being as flexible as possible, which means that if our customers like a particular product but want some changes, or want a set made exclusive for their airline, we are able to satisfy these requests quite easily.”
Scorpio Worldwide Managing Director Ian Cowie said: “It is fantastic working with such a like-minded, customer focused brand as Dyrberg Kern. We have had a great year representing the brand, picking up their Agent of the Year award for 2015, and we wanted to do some direct customer focused development work with them. So, when Jacob suggested this event to coincide with Copenhagen Fashion Week, we thought it was a great opportunity to take some of our customers to their HQ, and get some valued feedback on the ranges prior to launch later in the year. It was a great success and we hope to be able to repeat this again in the future as we further expand with the brand.”
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Dyrberg/Kern Travel Retail Manager Jacob Olsen described travel retail as a “shop window for the brand” |
Lojas Francas TAP Inflight Sales Director Ana Rita Aragão commented: “In my opinion events like these are very important for the customer to provide the brand with all the necessary information of the business. Due to inflight being such a specific operation with a lot of differences from country to country, it’s essential that the brand knows the passenger profile, what kind of selling prices are more adequate to the business, and of course what type of product is essential to have in the inflight catalogue. We could see the entire collection and had the possibility to make suggestions to the brand regarding each specific market. We were also very fortunate to have Scorpio Worldwide present at the event; as the distributor they know the markets they work with very well, therefore this makes for a perfect trio of brand, distributor and customer.”
Dyrberg/Kern also showcased its new retail display unit in Copenhagen, which aims to provide high sales turnover in a small square-metre space. The unit claims to be able to house a wide range of products, all of which will retail at similar price points to those onboard. “The travel retail market is a shop window for our brand,” noted Olsen. “We want to make sure we offer travellers high quality products at impulsive price points, so we can build up our reputation of being one of the best jewellery brands on the market.”
