UK. Travel retail specialist The Zero Group unveiled its mystery new brand at the TFWA World Exhibition in Cannes last month – Rhino, a men’s jewellery range.
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The new Rhino range consists of a series of designs that appeal to the modern man, such as bracelets, necklaces, pendants and cufflinks |
This is a new market for the group and the Rhino brand, sold through Zero-owned Cat Design, is predicted to grow revenue for both new and existing customers. Rhino is expected to quickly establish itself as part of Zero’s core jewellery business offering, the company said.
Cat Design International Sales and Marketing Manager Richard Thorpe said: “We are delighted to be launching Rhino at Cannes, which is the biggest annual showcase in our industry. Our market research has established a significant demand for men’s jewellery in travel retail, and our existing customers have been looking to us – a supplier they know and can trust – to capitalise on this growing sector.”
He added: “Rhino is a broad-ranging, modern collection with something to suit every man whether he is looking for an everyday casual but smart appearance, or a rugged outdoors look. It is a natural adjunct to the extremely successful Carlo Gioielliere brand. Feedback from airlines previewing Rhino has been extremely positive, and I am confident of strong first listings following TFWA.”
“It’s been well received,” confirmed Zero Group Managing Director Geoff Hutley to The Moodie Report in Cannes. “We’ve been asked by customers to develop a men’s range because it’s a developing area in the market but there are very few people who supply them.
“Although it’s very early days, we’ve actually had very promising responses so far and I think it shows that we did our research in the right areas and we should actually achieve results as expected,” he added.
The Rhino range consists of a series of designs, such as bracelets, necklaces, pendants and cufflinks. Materials used include stainless steel, gold and rhodium plate, rubber, black epoxy and leather. The fashionable leather items are expected to be particularly well received, the company said.
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| Cat Design International Sales and Marketing Manager Richard Thorpe introducing The Zero Group’s new Rhino brand at the TFWA World Exhibition in Cannes last month; “I am confident of strong first listings following TFWA,” he says | ||
In coming up with the designs, Cat Design spoke to customers, family, friends and colleagues to find out what appealed to them, taking into account different ages, generations and cultures. “In addition to that, we did some research into the market to see what products are out there, what seems to be doing well, what are the prices – we tried to balance the range against all of those criteria,” Hutley said.
Rhino is “competitively priced” with manufacturing costs kept low: production is in Asia alongside Cat Design’s women’s fashion jewellery range Carlo Gioielliere. Pieces in the Rhino collection retail from £18 to £50, with the average price around £25.
Pieces are packaged in robust gift boxes with a hi-tech, carbon fibre appearance made from fully recyclable card and paper. Window panels provide customers with greater product visibility, and the packaging is compact to optimise cart space, according to Zero.
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The new Presioza range from Carlucci is claimed to be the first collection in travel retail to combine 925 silver with ruby and sapphire precious stones; the collection features striking pieces that reflect the trend towards bolder jewellery | |
Besides Rhino, Zero scored another first at the show with Presioza, the new range from upmarket 925 silver brand Carlucci.
Presioza (which stands for “˜precious’ in Italian) is claimed to be the first collection in travel retail to combine 925 silver with ruby and sapphire precious stones. It has already secured several listings including Air China, Hainan Airlines, China Northern Airlines and China Southern Airlines.
Presioza features some striking pieces that reflect the trend towards bolder jewellery. The collection includes six precious stone designs, including ruby and diamond set pendants and sapphire stone bangles. The pieces are priced at the top end, starting from the £45 diamond chip pieces through to the £250 Genoa 0.4 carat diamond circular pendant. The 2.7 carat Pavia Ruby Heart necklace (encrusted with 68 rubies according to Hutley) and the Portenza Sapphire set heart pendant are expected to be best sellers.
Presioza also features smaller pieces at more affordable prices. Hutley said: “We’re aware that some people may want precious stones but can’t afford that sort of money [for Presioza’s pricier pieces] but what we can do there is to have something similar but in a smaller version. So instead of the heart pendant having 2.5 carats it may have just 1 carat and selling at a hundred dollars less onboard – it is still quite appealing.”
To extend further appeal to price-conscious customers, the company is introducing precious stones into rhodium jewellery. A rhodium piece with four diamonds costs around US$100. “It looks like you’re getting more for your money, and again, it’s a first – combining rhodium, a non-precious metal, with precious stones.
“We’re aware of the current economic climate and that some people still want to buy jewellery and feel good about themselves – but they can’t afford precious stones and silver. Here it’s a compromise that gives you precious stones at an affordable price,” he added.
Carlo Gioielliere, Cat Design’s leading fashion jewellery brand, has widened its scope with the 2009 range, which was designed to appeal to a broader age range of travellers.
A new kids collection has been launched, comprising simple charm bracelets and necklaces. The charms feature popular children’s motifs such as flowers, hearts, animals, bags and teddy bears. “There is a sense of fun and they’re all very reasonably priced,” said Hutley.
Capitalising on the success of its best-selling two- and three-tone jewellery pieces, Carlo has also launched a new four-tone set. This, together with the new three-tone hanging bar pendant, is expected to do well, Hutley added.
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Carlo Gioielliere’s new four-tone ball set (left) and three-tone hanging bar pendant are expected to do well in 2009 | |
Apart from jewellery, Zero is expanding its electronics category for 2009. New to the Optical range is an entry-level underwater digital camera and two handy-size digital camcorder models. The 5 megapixel micro digital video camera will be listed on Singapore Airlines this month, Hutley revealed.
Travel-friendly products include noise reduction headphones and a range of language translators incorporating 29 to 44 languages. Some of these can translate whole phrases instead of single words. Travel adaptors with USB charging facility and colour screen and weather alarm clocks have also been added to the travel range.
The popular children’s kit (which retails for about US$20) has been selling “very well” onboard. It includes a magnetic checkers/chess set, a puzzle, an electronic game, a magic slate, a disposable camera and a colouring book and pens packed into a compact package. To allow more units to be packed into the bar cart and achieve greater revenue per volume for airlines, Zero said it has reduced the size of the colouring book and magic slate.
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Zero also introduced new digital video cameras and electronic game sets in Cannes as it expands electronics in 2009 | |
With over 400 airline listings in at least 43 countries, The Zero Group achieved +25% growth in 2007. In the eight years since it bought over the travel accessories from The Alfa Group, Zero has grown its turnover by eight times. According to the company, 2008 looks set for further growth with Zero achieving its budgeted half year sales in the first four months of the year.
Electronics and accessories now represent approximately 55% of turnover, while Carlo Gioielliere constitutes 35% and Carlucci and its handmade Italiana sub-brand makes up 10%.
The group said that its biggest sales are with European airlines. There has been “considerable growth” in North America, matched by “rapid expansion” within Asia Pacific where a new sales manager has been appointed. Sales are also strong in the Middle East, where Zero recently reclaimed direct responsibility for the electronics range from its local distributor.
Commenting on the impact of current market forces on its business, the group said: “Despite the anticipated slowdown in the world economy, sales have not been badly affected. The most pressing concern is the increasing price of raw materials and changes to labour laws in China that are having a knock-on effect on production costs. But Zero is hedged to a certain extent by currency reserves, and will remain competitive despite increasing prices.”
For more information, visit www.zeroinc.co.uk or call +44 23 80 226668 or contact Richard Thorpe, International Sales and Marketing Manager, Cat Design at tel: +44 7786 336798.
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Carlucci launches precious collection in travel retail – 04/11/08
Zero Group to unveil mystery brand in Cannes – 10/09/08
Zero Group claims DFASS Supplier of the Year title – 23/07/08
