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Bold colours and fresh designs will be on offer at next week’s TFWA Asia Pacific show, promises ZEADES’ Frédéric Brega | |
MONACO. Young fashion jewellery brand ZEADES monte carlo is poised to show its fashion jewellery collections at the TFWA Asia Pacific show in Singapore (Stand number: M2).
The Monte Carlo-based brand, which will soon celebrate its second year of operation, was launched in Asian markets during the 2005 edition of TFAP.
Bold colours and designs will be on offer at next week’s show, promises ZEADES’ Frédéric Brega. “TFAP is an excellent platform to introduce a large part of the new July collections to buyers, who will be offered many novelties immediately available to airlines,” he said.
“The accent is on bold designs and colours, with the introduction of a select men’s line and an extension of the watch collection.”
The company recently revamped its website to give an up-to-date account of current and future developments (www.zeades.com)
ZEADES in the air
Brega stressed the importance of the airline business to the brand in its quest for global expansion. He said: “Continuous co-operation with major airlines is definitely an asset, not only business wise but in terms of brand awareness, opening many doors in the countries we reach.”
In addition to listings on Saudi Arabian Airlines, Etihad, Philippines Airlines and DragonAir, a ZEADES assortment has been taken onboard TAP Portugal, where the passenger profile is fashion-orientated and directed at the exclusiveness of designer brands, according to Brega.
“With TAP, our interchangeable pendant, CIAO, and unisex watch, LEMAN, are performing extremely well, assuring good continuity in our co-operation with this airline,” he said.
Gulf Air is also a close partner, continued Brega, with a new assortment for July featuring another interchangeable pendant, BOARI, (exclusive to Gulf Air) and delicate multi-straps watch, MINELLI, in a mix of classic coffee black and candy pink.
In July, Qantas will list the AVEL pendant, a best seller for ZEADES. Additionally, Japan Airlines will start exclusively with the ULI pendant, while a pink version of the AVEL pendant will be carried from September.
ZEADES’ willingness to create items that are exclusive to airlines is also a factor in the company’s success, believes Brega.
“We have noted that airlines are keen to carry onboard dedicated items developed exclusively for them,” he said. “Our flexibility and capacity to develop accessories in the different Italian leather colours shown in our collection has helped to secure many listings.”
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ZEADES is present at the Areej store in Dubai, following a major deal with Al Tayer Group in the Middle East |
ZEADES’ new shop concept
Brega believes it is vital for the up-and-coming brand to emphasise its Mediterranean, Monaco origins. To this end, ZEADES has developed a new shop concept to communicate its Riviera roots in a limited retail space.
“Translating this message to the public is an art,” he said. “Succeeding in this art on a few square metres in a duty free shop or department store is a challenge. This is why ZEADES has designed an eye-catching and comprehensive shop concept, underlining the chic and avant-garde look of the collection.”
The recently introduced shop concept is now being rolled out in several stores. The latest outlets are:
– Opening of the first two shop-in-shops at Beijing Airport (Terminals 1 and 2); a third downtown shop-in-shop is in an advanced stage. Commented Brega: “The challenge of the Chinese market is particularly exciting and promising for our young designer brand, for which local partnership has been secured.”
– A contract has been signed with the prominent Al Tayer Group initially for the immediate opening of ten points of sale (of which six shop-in-shops) in Al Khobar, Saudi Arabia, followed by expansion throughout the Kingdom and the UAE.
– ZEADES has debuted in the cruise market, with collections onboard five Carnival and Celebrity cruiselines operating in the Mediterranean. A selected collection will also feature on the luxury Monaco-based Star Clippers.
For details, contact Frédéric Brega, 16 Quai Jean-Charles Rey, Le Cimabue 45, MC 98000 Monte Carlo, Monaco, tel: +377 97 77 78 17; fax: +377 97 77 78 18, e-mail: info@zeades.com Visit www.zeades.com
MORE STORIES ON ZEADES
Zeades links with Camus in co-branding deal – 28/10/05
Zeades set to sparkle at Cannes – 18/10/05
Zeades keen to repeat Gulf success in Asia Pacific – 22/04/05
