 |
 |
| Airline: Virgin Atlantic |
| Title: Retail Therapy |
| FREQUENCY: Twice a year |
| PAGINATION: 72 (excluding covers) |
| CATEGORIES (including advertising): |
| Quality of paper: Excellent |
| Photo quality: High |
Pre-order: Yes, at least 5 days before your flight leaves – via telephone on: +44(0)870 190 3003. Passengers can also pre-order while onboard, to collect on the return flight. |
| Website preview available?: Yes, at www.virgin-atlantic.com |
Website sale available: |
Source: ©The Moodie Report |
UK. The winter edition of Virgin Atlantic’s acclaimed inflight retail magazine Retail Therapy is fresh, vibrant and easy to use. The Tourvest Duty Free (UK) compiled and operated inflight brochure builds upon an already very strong foundation to provide shoppers with a broad and impressive range, across a variety of key categories.
The magazine boasts high-class production values with well designed and pictorially strong pages displaying the products on offer in an uncomplicated yet appealing fashion.
The current edition, launched inflight in November, features an image of Coty’s Sarah Jessica Parker Covet on the cover which invites the reader to “˜Seduce your senses with the new fragrance’. The cover also emphasises the potential 50% savings on offer above high street prices. The back cover is taken by Accurist displaying its new All Terrain black ion-plated chronograph watch.
The edition runs to 76 pages (including covers) and features a wide range of new items, including:
New and Exclusive Jewellery from Swarovski and Pierre Cardin
New products from Clinique, Origins and Molton Brown
The introduction of Puma’s Urban Mobility new Travel Retail range
A powerful line-up of new fragrances from various houses as well as traditional best-sellers
The entire magazine can be viewed by travellers – and readers of The Moodie Report – at http://www.virgin-atlantic.com/en/gb/whatsonboard/retailtherapy/index.jsp
COMMENT: Retail Therapy is packed with a wide-ranging offer across various price points. It carries an impressive number of special and exclusive monthly offers and provides a number of alternative ways for shoppers to purchase – including an inflight order form and a pre-order system that covers the full product range.
The opening page is dedicated to passenger information – credit card limits, accepted currencies, refund policies, a pre-order notice and a contents panel.
The following two pages are given over to an emissions offset scheme and a page of exclusive monthly offers.
The offset scheme operated by MyClimate (details of which can be found at: www.my-climate.com ) explains the importance of carbon emission reduction and provides a handy table enabling the reader to assess exactly how much it would cost to offset his/her own footprint left by the flight.
This is an important inclusion by the retailer and one which empowers the traveller, sharing the burden of awareness across the whole aviation industry – at a time when the environmental impact of air travel is firmly on the public agenda.
The exclusive Monthly Offers page highlights six offers across various product categories ranging from an £8 saving on fragrances to a free Benefit Makeover when £30 is spent on Benefit products.
Then comes the first double page spread which displays this edition’s “˜Cool Buys’. Described as “˜Must-have stuff you won’t want to land without’ – this section is led by a Pierre Cardin six-piece earring and necklace set, priced at £25. It also contains a heart pendant USB memory stick (£100), Diesel Fuel for Life fragrances (£25) and PowerMonkey’s eXplorer (£50).
This leads into the first of the main categories, the fragrances section entitled “˜V.Scents’. This is led by Diesel Fuel for Life with a full page image commanding the left-hand side of the spread, complemented by the product description on the right.
Each of the descriptions throughout the magazine contains the duty free price, the saving against the high street and also the recommended retail price (RRP). There is also a promotional paragraph alongside each product enticing the reader to buy.
Also on this first page is the cover star, Covet by Sarah Jessica Parker (£24), as is Emporio Armani Diamonds(£31).
In total V.Scents covers 20 pages including both his and hers fragrances. It features a promotion whereby readers can purchase any two scents and save £5.
 |
“˜Cool Buys’ is described as “˜Must-have stuff you won’t want to land without’ |
Chanel features prominently in “˜for her’, listing Chanel No5 (£39), Chanel Coco Mademoiselle (£39) and Chanel Chance (£46) alongside the company’s new Coco Mademoiselle ad campaign featuring Keira Knightley.
In the “˜for him’ fragrances section Calvin Klein scents are prominent, leading with Calvin Klein Man (£28) and supported by CKIN2U Him (£27) and Calvin Klein Coffret (£23).
The following eight pages are devoted to Cosmetics and are again branded with the Virgin title “˜V.Foxy’.
Benefit is the brand which leads the section, showcasing its Justine Case mini beautifier kit (£19), its Realness of Concealness mini fake-it kit (£19) and D’finer D’liner colour locking lip liner (£11).
The remaining six pages include products from leading US and European brands such as Lancaster, Lancôme, YSL, Bobbi Brown (which takes two pages) Revlon, Clinique, Estée Lauder, Origins and Molton Brown.
Next up is the watches category, featuring a strong showing from Esprit and Rotary, plus many new additions from Casio, Accurist, Citizen and Aviator.
Jewellery is another strong category spanning eight pages with notable offers from Swarovski, Folli Follie (taking two pages) and Pierre Cardin.
The magazine closes with a well-stocked sunglasses and accessories section, a gadgets offer, confectionery, toys and gifts and finally an alcohol and cigarettes section.
In addition, the back end of the magazine contains useful information such as international tax-free allowances, more onboard offers and a further and full explanation of the V.Order – pre-order facility.
As always Retail Therapy concentrates on the product with a full and well-showcased offer. It is well designed and easy to navigate, while still providing comprehensive information to potential shoppers.
Overall it is one of the more modern examples of inflight magazines, displaying a well-developed understanding of its customer base and presenting to them in an appealing and engaging format.
[comments]
Your post will appear – once approved – in The Moodie Forum on our home page
PREVIOUS INFLIGHT BROCHURE MONITORS
Inflight Brochure Monitor: Icelandair’s Saga Boutique – 14/06/07
Inflight Brochure Monitor: Qatar Airways launches a major Shopping Extravaganza – 25/05/07
