Gift Focus inc Attire Accessories - November/December 2020

Industry news Find out about all the latest from the fashion accessories industry in our regular news roundup NAJ ACTIONS BUDGET FOR CHRISTMAS PR CAMPAIGN The Association has announced it has actioned a significant fund to deliver a targeted press and PR advertising campaign to influence the general public to buy jewellery this Christmas. The campaign will be delivered by an external PR agency, for a five- figure sum, to influence a targeted group in society to browse and ultimately buy more jewellery this Christmas. The direct press and PR campaign was presented as a recommendation in the recent NAJ Report ‘The role of Jewellery in the lives of UK consumers’, a report that was supported by The CMJ and The Goldsmiths’ Company. Speaking about the campaign, Chair of the NAJ Consumer Focus Group Adam Jacobs said, “This campaign is arriving at a time when the trade really needs it. As a jewellery retailer, I understand how important Christmas is to business, and with events of the last six months this years’ festive trading is all the more important. A good retail Christmas boosts the entire supply chain, and all linked services to the industry, such as valuations. “Many Christmas marketing campaigns start in just 6 to 8 weeks, so we have to move on this rapidly. It’s important members of the NAJ take the time to fill in the short poll, to tell us who they think should be targeted with the campaign.” The campaign follows the development of other member benefits brought forward to support trade activity; the Find a Jeweller tool, a new Trendspot blog and the launching of the NAJ’s Member Marketplace. Ben Massey, Director of Marketing at the NAJ said, “Right now, we’re determined to support members the best we can. We continue to monitor COVID-19 advice in case further action is needed for the SiteSafe or StoreSafe COVID-19 guidance and associated training courses, as well as provide materials such as The Yearbook and The Jeweller to profile new collections with a reduced number of events taking place. “It’s important we get input from members on who to target with this campaign, but it’s also important members update their Find a Jeweller profile as this is where we direct any jeweller enquiries, from the trade or from the buying public.” The Association is also exploring opportunities to collaborate with other industry bodies to deliver a joint sustained campaign throughout 2021 to best support the industry after Christmas 2020. Visit www.surveymonkey.co.uk/r/NAJxmas2020 COCOROSE LONDON LAUNCHES SHADE OF HOPE FOOTWEAR Boutique shoe brand Cocorose London is projecting positivity in pink, with brand-new handmade ballet flats, trainers and gorgeous loafers, all in the colour of ‘hope.’ Brand-new for celebrations, gifting or just a personal uplift are the Barbican Desert Rose ballerina shoes (£45), with a glittery pink textile. The shoes also offer cushioning within the footbed, gentle elastication around the foot-opening and a non-slip, durable 8mm shock-absorbing heel. However, if you do wish to take them out with you, these hybrids – as with all in the Cocorose London ballet pump collection – will also fold up into a matching sparkly pouch-purse that unzips. The company has also launched the Barbican Rose Gold ballerina pump (£45) in premium faux leather, with a matching purse. Both are available in sizes 3-9 (EU 36-42). www.cocoroselondon.com THE HEALTHY BACK BAG ‘BACK TO BUSINESS’ CAMPAIGN REPORTS DEMONSTRABLE SALES UPLIFT Following the launch of its ‘Back to Business’ campaign in July, the Healthy Back Bag Company has seen an average sales uplift of 28% in the retailers who participated in the scheme. The company launched its Back to Business support package in June with the aim of supporting its retailers as they re-opened their doors by helping them to attract customers back into their stores. The pack included free stock to be used for in-store promotions, comprehensive Point of Sale, social media support and an optional match-funded targeted Facebook advertising campaign. Well over half of its retailers participated in the scheme and of those, sales increased by an average of 28% compared to the same period last year with one retailer reporting an 89% increase in sales. Known for its second-to-none retail support, The Healthy Back Bag Company has been in constant communication with its retailers since they had to shut their doors in March. With stock liability and footfall some of the top concerns following lockdown, the company created its Back to Business package to help retailers address these issues and get back to business as soon as they were able. The focus was on giving customers real value and support from the moment stores re-opened. One of many retailers across the UK who signed up to the scheme, ShoeMed in Clitheroe says, “We were really happy with the effect that the campaign had on our footfall and in turn our sales over the summer and we made full use of the promotional POS which The Healthy Back Bag Company provided. One customer bought a bag for herself and then returned for a further 4 bags & bagletts for family and friends as Christmas presents! We were concerned about excess stock but this really helped us to sell through. We have worked incredibly hard to make our store a safe environment so this was a fantastic way to show our customers that shopping can be fun again.” www.thehealthybackbag.co.uk INDUSTRY NEWS 113