INFLIGHT BROCHURE MONITOR |
 |
Airline: Emirates Title: Emirates Duty Free Frequency: Twice yearly Pagination: 134 pages Category allotment: Fragrances 42 pages; jewellery 24 pages; watches 24 pages; cosmetics 12 pages; accessories 18 pages; children’s products 4 pages; spirits 6 pages Emphasis on local products: Average Quality of paper: Good Picture reproduction/photography: Excellent Pre-order: No Website preview available?No Website sale available: No Source:©The Moodie Report |
UAE. The Emirates Duty Free (Edition 18) inflight brochure is a stand alone duty free catalogue featuring a diverse product range, including a major focus on high-end lines.
Unlike last week’s subject Swiss Duty Free, Emirates does not include such a focus on national or regional products, reflecting the internationalism of the airline’s passenger base. However several well-known regional names are listed, including Al Zain (jewellery) and fragrances from Designer Shaik and Amouage.
Emirates uses English and Arabic to explain its inflight offer. Depending on the language you prefer, you can browse the book starting from either the front cover (English), or the back cover (Arabic). Prices are quoted in both US dollars and Dirhams.
Each cover is followed by a detailed description of the duty free and duty paid allowances of the carrier’s destination country.
American Express, MasterCard, Visa and Diners Club International are the preferred credit and charge cards. Also included are inflight sales coupons in English and Arabic that can be filled out and handed to the cabin crew.
COVER TO COVER
The front cover (English) features a full page bleed Miss Dior Chérie edp visual. The front cover (Arabic) is taken up by Givenchy pour Homme.
The Contents and Welcome page helpfully highlights individual product categories by page number and details a special offer – with a spend of over US$80, the customer receives a free Travel Easy Weather Station clock, otherwise available for purchase at US$25.
The book dedicates a substantial amount of pages to fine fragrances, cosmetics, watches and jewellery.
The brand categories are divided into seven sections: Fragrances, Cosmetics, Watches, Jewellery, Accessories, Children’s Delights and Spirits. The latter has only recently been re-introduced (from December 2004) on most routes and is proving very successful.
 |
Easy navigation: Brands are listed on the opening page of every section |
 |
| Regional favourite Dia by Amouage as well as Designer Shaik are among the key Arab brands featured |
Names of the brands are listed on the opening page of every section.
Fragrances is the key category. Some 42 pages are dedicated to this section alone, including a noteworthy 16 pages of men’s lines.
In this section, Designer Shaik (US$228 for Khunja Classic Opulent 40ml edp and US$164 for Shaik Perfume for Men 120ml edp) and Dia by Amouage (US$150 for the women’s 50ml edt and US$125 for the men’s 50ml edt) are the only brands native to the Middle East.
Twelve pages are dedicated to Cosmetics, featuring brands such as Aramis (men’s), Bobbi Brown, Chanel, Clinique, Dior, Estée Lauder, Lancôme, Lulu Guinness (bag), Saledo, and Versace with prices ranging from US$27 to US$70.
On the Watches front, there are 17 entries from brands including Appella, Beverly Hills Polo Club, Guess, Krizia, Lancaster, Montblanc, O.D.M., Pierre Cardin, Police, Roberto Paggio [Emirates own brand], Sekonda, Speedo, Storm, Time Design and Wenger across 24 pages. Prices range between US$41 for an Emirates Logo watch and US$952 for an Appella men’s solid gold watch.
The 24 pages of jewellery feature the colourful Jewel of the Emirates set from D’Orlan (US$416) and a 18ct gold chain with pendant by Al Zain (US$535) as well as top international names including Swarovski, Lalique, Toscow and Michaela Frey.
Accessories showcases a gamut of electronic goods, phone cards, writing instruments, travel clocks, leathergoods and trinkets, such as an Arabic picture frame and a pewter fishing boat, and even a shoe-shine kit priced between US$16 and US$507.
Children’s Delights features four pages of toys and a fragrance from Clayeux Heart, priced at between US$16 and US$31.
The Spirits pages highlight Absolut Vodka, Bombay Sapphire, Chivas Regal, Glenmorangie, Hennessy VSOP and Jack Daniel’s. Prices run from US$13 to US$31.
POINTS OF INTEREST
* Full or near-full page visuals for most products.
* Double gate-fold front (English) cover
* Classy high grade cover stock
* Easy navigation
* Nice colour coding of page folios by product category
* Bi-lingual offer
MORE STORIES ON THE INFLIGHT BROCHURE MONITOR
Inflight Brochure Monitor: Swiss Duty Free – 12/12/05
Inflight Brochure Monitor: China Southern Airlines – 01/12/05
