Introduction: Canadian fashion house Joseph Ribkoff is entering a bold new chapter, combining a refreshed global identity with an increasingly ambitious approach to international expansion and travel retail.
In this interview, Vice President Global Sales & Business Development Nadine Clour discusses learnings from the brand’s recent openings at Auckland and Cairns airports, the brand’s evolving fashion proposition and the role travel retail can play in reaching a new generation of consumers.
She also explores the new Edit 57 contemporary line and the She Icons campaign starring Global Ambassador Elizabeth Hurley, as Joseph Ribkoff seeks to reach new audiences while building on its nearly seven-decade heritage.
The Moodie Davitt Report: How are you evolving Joseph Ribkoff for its next chapter, and what are the key priorities in your strategy to raise the brand’s international profile and reach new consumer audiences?
Nadine Clour: Joseph Ribkoff is entering an important new global chapter, focused on evolving the brand while remaining true to the qualities that have defined it for nearly seven decades. Our priority is to deepen our connection with existing customers while introducing Joseph Ribkoff to new audiences around the world.
As we evolve, we remain firmly rooted in the elements that are part of Joseph Ribkoff’s DNA and continue to set us apart: exceptional fit, easy-care fabrics and an inclusive approach to sizing.
That evolution is taking place across the brand. We have introduced a renewed global vision guided by our philosophy of Elegance in Motion, alongside our first global direct-to-consumer digital flagship.
Our new global campaign, She Icons, starring global campaign ambassador Elizabeth Hurley, marks the debut of our renewed creative vision which introduces a modern expression of the brand.
Alongside this, we have launched Edit 57, a new contemporary line within the Joseph Ribkoff portfolio. Created as a platform for seasonal capsule collections, Edit 57 gives us the freedom to explore fresh silhouettes, styling and ideas while remaining distinctly Joseph Ribkoff.
Together, these developments allow us to broaden how consumers experience and perceive Joseph Ribkoff, while building on the heritage, design expertise and strong international presence we already have.
Tell us more about the She Icons campaign and your partnership with Elizabeth Hurley?
The She Icons campaign is a significant moment for the brand and we couldn’t imagine a better person to help us tell that story.
Elizabeth Hurley [British actress and model] was a natural choice because she embodies everything this evolution represents. She is globally admired for her confidence, authenticity and effortless sophistication, while bringing a warmth that reflects the women we design for. She perfectly captures the spirit of today’s Joseph Ribkoff woman – one who confidently moves through every chapter of life while remaining true to herself.
That is also what sits at the heart of She Icons. The campaign celebrates women who embrace every new chapter without losing their authenticity and reflects our belief that true icons are not defined by a single moment, but by the way they continue to move forward with confidence, grace and individuality.
For us, this is far more than a new campaign. It represents where Joseph Ribkoff is today and where we are going next. As we continue to evolve the brand and introduce Joseph Ribkoff to new audiences around the world, She Icons gives us a powerful platform to communicate that renewed vision and show a modern expression of the brand.
Where does travel retail fit within your wider global growth strategy, and what makes the channel particularly compelling for Joseph Ribkoff at this stage of its development?
Travel retail has an important role to play because it gives Joseph Ribkoff access to travellers in an environment where discovery is a fundamental part of the shopping experience.
For us, the opportunity goes beyond simply opening additional points-of-sale. Airports can act as international showcases for the brand. As we look to reach a new generation of women, travel retail gives us an exciting opportunity to introduce Joseph Ribkoff to new customers and build that same loyalty across generations.
That makes the channel particularly relevant as we look to raise our international profile and reach new audiences. We believe there is space within travel retail for a strong premium fashion proposition, particularly one that combines style, exceptional fit and ease of wear.
What have you learned from Joseph Ribkoff’s recent activities at Auckland Airport and the pop-up at Cairns Airport?
Our pop-up at Cairns and permanent boutique at Auckland have given us experience across two distinct retail formats. This showed us how we can tailor the Joseph Ribkoff proposition to different airports while maintaining a consistent and engaging brand experience.
We learned that travellers respond strongly to pieces that combine style with practicality. Our Moto Jacket, for example, has emerged as the number one category across both locations. It is a statement piece, but it is also highly versatile and transitions easily from journey to destination. More broadly, wrinkle-resistant and easy-care fabrics, packable silhouettes and day-to-night versatility have all proved particularly relevant to the travelling consumer.
We also love having the opportunity to engage directly with our customers. Those conversations give us valuable insights to help us adapt our assortment accordingly. We know our customer appreciates pieces that are distinctive, offer strong value and help her stand out, and that direct feedback helps us ensure the offer continues to resonate.
At Cairns, customers regularly purchased multiple pieces in a transaction, demonstrating an appetite for a curated fashion offer when the assortment and environment are right.
These experiences have reinforced our belief that travel retail requires a considered, curated proposition rather than simply replicating what works in domestic retail. They have also given us confidence for our next stage of travel retail development.
How does the travel retail consumer differ from the domestic Joseph Ribkoff customer? How is that influencing your approach to assortment, merchandising and the overall proposition?
The travel retail consumer is incredibly diverse. At an airport, we are speaking to different nationalities, age groups and customer profiles within the same location, and many of those shoppers may be discovering Joseph Ribkoff for the first time.
That means we need to communicate the brand quickly and clearly. The assortment has to be carefully curated, while merchandising needs to be visually impactful, intuitive and easy to navigate. We have a relatively short window in which to capture a traveller’s attention and show them what Joseph Ribkoff represents.
The journey itself also influences purchasing behaviour. Travellers need products that make sense for where they are going, which makes considerations such as wearability, packability and ease of styling particularly relevant.
Those insights are helping us create a proposition specifically suited to the channel, rather than treating an airport simply as another traditional retail location.
Joseph Ribkoff is broadening its offer into sportswear, knitwear and denim. What is driving that product evolution?
That evolution reflects the way women are dressing today. Consumers want versatile clothes rather than products designed around one very specific occasion.
Sportswear, knitwear and denim allow us to broaden the Joseph Ribkoff lifestyle and create more opportunities for consumers to engage with the brand. They also demonstrate the breadth of what Joseph Ribkoff represents today, while retaining the exceptional fit and effortless sophistication for which we are known.
Edit 57 takes that evolution in another direction. This offers a seasonal capsule collection that introduces fresh silhouettes, styling and ideas. The debut Icons Capsule brings together modern tailoring, elevated separates and versatile statement dressing across 28 styles curated into nine complete looks, with pieces designed to transition effortlessly from day to evening.
That versatility has obvious relevance for travel retail, but importantly this is not product being developed solely for airports. It reflects a broader evolution in how women dress and how we are developing Joseph Ribkoff to meet those changing needs.
Joseph Ribkoff will be exhibiting at TFWA World Exhibition in Cannes. What are your key objectives for the show?
TFWA World Exhibition is an important opportunity for us to showcase Joseph Ribkoff at an exciting point in the brand’s evolution and demonstrate the potential we see for the brand in global travel retail.
We have learned a great deal from Cairns and Auckland. At TFWA, we want to build on that experience by meeting with existing and prospective partners and exploring how we can take the next steps in the channel.
It is also an opportunity to present what Joseph Ribkoff is today. With our renewed global brand vision, the She Icons campaign with Elizabeth Hurley and the launch of Edit 57, there is a great deal of newness to share and a strong story to tell about where the brand is heading.
Ultimately, we want to create conversations that lead to the right long-term partnerships and new opportunities to grow Joseph Ribkoff’s presence in travel retail.
Looking ahead, where do you see the strongest opportunities to expand Joseph Ribkoff in the channel?
We are taking a considered approach to expansion. The priority is not simply to build the largest possible footprint, but to identify locations and partners where Joseph Ribkoff can be presented properly and where there is a strong fit between our consumer and the traveller profile.
Our experiences in Cairns and Auckland have given us a valuable foundation in Asia Pacific. We see further opportunities in major airports that can provide exposure to consumers from multiple markets.
The wider international presence of Joseph Ribkoff also gives us a strong platform from which to grow. The brand is already available in more than 60 countries through a global network of premium speciality retailers, alongside a growing portfolio of owned retail destinations.
For travel retail, however, expansion will remain selective. The quality of the location, strength of the partnership and ability to deliver the right brand experience will ultimately determine where we go next.
More broadly, what does success look like for Joseph Ribkoff over the next two years, both in terms of the brand’s global repositioning and its ambitions in travel retail?
Success will ultimately be measured by outcomes. We want to strengthen Joseph Ribkoff’s position in established markets while increasing awareness among new consumers internationally.
We also want to broaden perceptions of the brand. As our product offer continues to evolve, success means more consumers recognising the breadth of Joseph Ribkoff today.
For travel retail, success means taking what we have learned from Cairns and Auckland and translating that into sustainable international growth. We want to build the right partnerships, enter locations where there is a genuine fit for the brand and establish travel retail as a meaningful part of our international business.
Two years from now, we want Joseph Ribkoff to be a more visible and more broadly known global brand, with travel retail playing a clear role in introducing us to consumers around the world. ✈
