Radley Handbags

THE CHALLENGE
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 INSIGHT
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.

 

THE IDEA
Affordable luxury, a balance between beauty and functionality.

 

THE RESULTS
Like-for-like sales rose by 9% and total sales by 7% to £64 million.