Radley appealed predominantly to an older, less fashion-conscious woman who typically paid £55 for a bag. They needed to appeal to a broader audience to sell more of their premium, higher margin handbags.
The media channels that fashion brands use and fashion-seeking women devour were critical. Our strategy; use public communications (advertising principally) to deliver a new brand proposition.
Affordable luxury, a balance between beauty and functionality.
Like-for-like sales rose by 9% and total sales by 7% to £64 million.
LEEDS 26 Whitehall Rd, Leeds, West Yorkshire, LS12 1BE 0113 234 1630
LONDON 23 Charlotte Road, London, EC2A 3PB 020 70 600 400