German eyewear specialist Rodenstock has focused recently on rebuilding its business where recovery is accelerating fastest – in China. The company defied the virus by investing in a three month-long promotion in Beijing Capital International Airport. early in the year In April, it launched Porsche Design through the China Duty Free Group-run CDF Mall ecommerce platform, further driving its digital presence. With domestic travel in China steadily rebounding, Rodenstock’s China-focused recovery strategy looks to be paying off.
In this interview, Rodenstock Global Retail Eyewear Director Petra Eckhardt-Koestler highlights the growing importance of China and digital channels in the post-COVID-19 retail landscape. She also outlines what industry partners can expect at its #Virtual Stand SG-S4 at the Moodie Davitt Virtual Travel Retail Expo.
“The way we interact with shoppers has changed,” she says. Despite the industry-wide transformation spurred by the crisis, Eckhardt-Koestler notes that some travel retail best practices will never change. “The key concepts of emotional engagement, eye-catching merchandising are just as important now as they have ever been. In fact, they are more important than ever before.”
What is the major focus for Rodenstock at the Virtual Travel Retail Expo? What lines, launches or campaigns will you emphasise and showcase?
We will launch our latest eyewear collections for the travel retail market at the Virtual Travel Retail Expo. We are very excited to showcase our Iconics Collection which will bring style and innovation to the sunglasses sector as it prepares to return to growth.The Expo will also provide a vital opportunity to engage directly with suppliers and partners and to forge new relationships, all of which will help the industry plan and build for the future following this year’s major challenges.
What are your major targets by geography, channel or retailer type as you seek to tap into a recovering market?
China and Asia are obviously key markets as they have seen the first green shoots of recovery. Elsewhere, we can see that the luxury sector is also coming back. We have been supporting our partners in the region throughout the crisis and will continue to work closely with them as the situation develops and hopefully improves.
Our business was growing across many of the major markets before the pandemic. As airports and retail partners reopen stores, we are monitoring the situation closely to help bring growth wherever travellers are returning.
China continues to be one of the beacons of hope for the channel’s recovery. In what ways are you engaging with this important demographic? Could you give us some recent examples?
China is a vital market for us as these consumers are big spenders particularly on luxury and premium brands. Throughout the pandemic we’ve worked closely with our valued partner the China Duty Free Group (CDFG), to create a new and exciting offer for customers as they begin to return to stores, both online and in-store.
As the importance of digital grows, Rodenstock has continued to support CDFG’s efforts to leverage the e-commerce market in China. Our Porsche Design brand is already available in the CDF Mall’s ecommerce store. We understand the importance of creating a point of difference, particularly in the Asian market. This is why we have a strong history of exclusive releases and campaigns with retail partners such as CDFG.
How has the COVID-19 crisis impacted expansion plans and how are you leveraging the brand’s popularity in key Asian markets to drive recovery?
Like everyone, we have been affected by the pandemic, with most of our stores temporarily closed and shopper numbers severely curtailed. However, we have continued to work closely with our retail partners and will be ready to rebuild as soon as our stores reopen.
Building excitement in the Asian market will require a combination of effective online storytelling, eye-catching visual displays and great merchandising, and the release of exciting and exclusive products.
How do you view the continuing impact of COVID-19 on the wider industry?
This has been the biggest challenge our industry has faced. Travel retail needs everyone’s support and the Trinity must ask what they can do and who they can work with to help our sector rebuild.
The way we interact with shoppers has changed, with social distancing and digital now an integral part of our business. However, the key concepts of emotional engagement, eye-catching merchandising and excellent products are just as important now as they have ever been. In fact, they are more important than ever.
In your opinion, what role does the sunglasses category play in the recovery of the travel retail industry as whole?
Consumers have a different mindset when travelling and sunglasses tap into that in a way that no other sector can. Buying sunglasses is a part of the excitement of travel. The opportunity to see and try sunglasses on will continue to be a draw for shoppers, particularly at the luxury and premium end. It will also continue to bring people into travel retail stores. It is important that the sunglasses offer is engaging and encourages them to spend and browse further. Once sunglasses draw travellers into the store, they must be guided round so all categories can benefit.
How do you think the channel can and should engage with travelling consumers to ensure a sustained recovery?
For the sunglasses sector, I think we need to see more stand-alone and dedicated stores in airports and travel retail zones. Figures have shown that a dedicated sunglasses shop is more successful than multi-category outlets. There is also an opportunity to create an experiential space for shoppers to engage with different brands.
How would you like to see industry partnerships evolve as we enter a new era for travel and travel retail?
We have strong relationships with retailers including Dufry, Bahrain Duty Free, China Duty Free Group, The Shilla Duty Free in Hong Kong, Freckle, Kappé, Hudson US and many more. These relationships have been important for our success prior to the pandemic and will continue to be important going forward.
We have always understood the value in working with our partners to create something special for our customers, whether it is an exclusive product or an experience. This is more important than ever today, and we must all work together to build a brighter future after the crisis.
Virtual becomes reality for Rodenstock Rodenstock is a Silver Partner at The Moodie Davitt Virtual Travel Retail Expo. The unique 5-day ‘live’ event, followed by a 30-day showcase, begins on 12 October, just after the conclusion of the Chinese Golden Week holidays. It features a star-studded series of events across the five days, including a Symposium, category workshops and a new consumer research initiative. Registration is free for buyers, exhibitors and preferred media partners. (Click here to register) |
