Introduction: Victorinox Head of Global Travel Retail and Fragrance Sales Gloria Dix explores how the travel retail industry can better prepare for the next generation of consumers and how Victorinox’s Made to be Prepared global concept is setting up the Swiss lifestyle brand for growth.
Made to be Prepared represents a new chapter for the brand, which boasts a 140-year heritage of Swiss craftsmanship. According to Dix, the campaign is redefining preparedness for a new generation and includes product lines, design language, retail concepts, and unified marketing and communication materials.
Dix also discusses the importance of delivering newness and exclusivity and how that responsibility should be carried, not just by brands, but by every stakeholder in the travel retail ecosystem.
With global passenger traffic expected to reach new heights this year and travel restrictions almost fully eased, there is a real feeling of optimism that 2024 is shaping up to be one of the best yet for travel retail.
By the end of 2024, global passenger traffic is expected to reach 9.7 billion, surpassing 2019 levels for the first time since the COVID-19 pandemic (ACI World). As the travel sector enters this growth phase, a new type of travel retail consumer is evolving. According to research by m1nd-set, consumers are younger and more affluent.
With 65% of travel retail consumers unlikely to pre-plan purchases, it is key for the industry to provide compelling marketing campaigns, product offers and in-store experiences that captivate consumers. We should be encouraged by the fact that 85% of travellers made a purchase in the past year; this presents a real opportunity, providing that the industry is properly prepared for this new wave of consumer.
Made to be Prepared: How Victorinox is engaging with today’s consumers
As a brand, we are constantly considering how to move forward. Even before the pandemic, Victorinox began to look at the brand’s evolution and consider what the next steps would be based on a rapidly changing environment and consumer trends.
During the pandemic, changes in retail and consumer behaviour were accelerated so we took these onboard and clarified our mission: to best prepare consumers for everyday challenges through smart and masterful solutions because we believe that being best prepared makes life better. Stemming from the Swiss Army Knife, a global icon of preparedness, ‘Made to be Prepared’ was born.
More than just a tagline, our Made to be Prepared concept marks a new chapter for the brand in which we focus on category awareness and comprehensive brand messaging.
Essentially, we are redefining preparedness for a new generation, and this is being brought to life in our product launches that feature an elevated design based on new consumer needs. We developed Made to be Prepared by listening to our consumers and looking at how we can align everything better with their needs – be it products, campaigns and points-of-sale. Preparation has always been a core part of Victorinox’s DNA; we have leveraged on the expertise and insight we have built in consumer needs and product design together with our 140 years of industry knowledge to craft this next step.
Made to be Prepared includes a stronger, more consistent marketing campaign that elevates Victorinox and shows how the brand is evolving. This approach helps us to target younger, more affluent consumers that are also keen business and leisure travellers who desire quality, premium luggage. Besides luggage, this type of consumer is also showing interest in watches – a key focus area for Victorinox this year.
We believe a refresh to the design language unique to Victorinox, and greater clarity in communicating how we exceed industry testing standards, will provide us with a strong platform moving forwards.
New retail design concept
The typical shopper attention span – in local markets and travel retail – is short, meaning brands and retailers must have an attractive, intriguing in-store experience that draws shoppers in.
To better attract consumers, Victorinox is preparing to roll out a new retail design concept, already introduced in our London flagship store and shop in Hong Kong’s ifc mall, to all points-of-sale in travel retail. The concept brings together elements of the Victorinox lifestyle and ethos while creating a modern, premium and inviting space that incorporates tactile displays that allow consumers to experience product benefits – something that is key in connecting the brand to the target audience.
The brand’s industrial roots are emphasised with brushed steel used across key fixtures and fittings, while its Swiss roots and connection to nature are amplified and interpreted into the design with natural birch wood playing a key role in the design.
What can travel retail do to best prepare for today’s consumer?
To truly engage with travel retail shoppers, the industry must offer top-quality brand and retail experiences. It’s been encouraging to see certain airports move beyond traditional concepts to introduce a true lifestyle offer, much like the Louis Vuitton Lounge opened at Hamad International Airport last year in collaboration with Qatar Duty Free.
We also need to double-down on other ways to meet shoppers with something unexpected or an offer that is completely exclusive to the channel. According to recent m1nd-set research, more than eight out of ten Chinese shoppers said they wish to purchase a limited edition in travel retail, so the development of these kinds of products should continue to be a major focus. Likewise, less common approaches, such as cross-category collaborations offer a potentially powerful way to bring brands to life in unexpected ways.
However, the onus to deliver this kind of excitement does not lie solely with brands, although there is much we can continue to drive. One trend that is seeing growing momentum is retailers offering more dedicated spaces to shopper engagement and unique activation concepts.
The recent launch of Heinemann’s ‘Experience Space’ at Copenhagen Airport is a fantastic example of a retailer investing in a turnkey solution for brands looking to activate. This will be particularly beneficial for smaller, niche brands that do not necessarily have the budgets to build a full-scale, fully personalised activation.
Ultimately, however, it’s essential for brands to know their audience and how the product can remain relevant to them, particularly as consumption and lifestyle habits evolve. No matter how good the brand story and heritage, the storytelling must suit the situation and the audience as much as the products themselves.
Brands must be willing to reframe their brand story to keep it relevant and fresh – much like Victorinox has done with the Made to be Prepared campaign, which brings together a strong narrative that applies across the entire offering. ✈
