Boutique Appeal

Causing a stir on the travel-retail scene right now is Nadia Minkoff. Chloe Gold speaks to the British accessories designer about her boutique appeal to duty-free

NADIA Minkoff may be a new name to the travel-retail market, but the British designer and her collection of handbags and accessories have been a big hit in the domestic markets across the UK and Far East for the past 20 years. Making her first appearance in the travel-retail market back in 2006 at the TFWA Asia Pacific Design Studio – where a group of 21 designer brands were invited to exhibit in a dedicated area – Nadia returned to the show this year independently with a very stylish boutique-style booth.

“The show this year was a great event for us. We are totally new to this market and we know that we have something very different to offer this channel,” Nadia Minkoff tells Frontier. “My designs are very feminine and eclectic. I want to offer the consumer a collection of well-priced, high quality designs, which evolve from gorgeous materials and whose identity is bourne from the craftsmanship involved in making each piece.”

What is striking about the collection is its romantic boutique appeal – a collection that ranges from very stylish silk clutch purses to larger shoulder bags in the softest calf leather. An important point to note about this designer is her strong desire to maintain all production within Europe – some items are even still made in England. “This is very important to me. Consumers are very used to mass-produced items from the Far East, including the higher-priced designer labels – you see pretty much the same brands in all locations now. The Nadia Minkoff brand will always be European made and I want to fill the gap that exists for the consumer who is looking for something a little different, that is well designed but still affordable.”

The Nadia Minkoff collection is available in certain key department stores in the UK, including the Fenwicks group and Urban Outfitters, as well as boutiques across the country. “I have been showing at London fashion week for many years and this has been a tremendous platform to reach out to the key markets in the UK and I have over the years worked with most department stores, including Harvey Nichols, Harrods and Selfridges. However I will always be a boutique brand and there is a certain charm and appeal in that the brand will never be mass market.”

Nadia Minkoff is also shown at Tokyo fashion week each year and from this a strong following in Asia has developed. “My designs are very popular in this region. They love the romantic side of the designs, which are very feminine and elegant and the appeal of being European-made is very strong in this region,” adds Nadia.

Based on the success achieved in the local markets, Nadia reveals that the timing is now right for the brand to branch out to other international markets, and the travel-retail channel is one part of this strategy. “We were thrilled with the response at the TFWA AP show earlier this year and have had several requests for further meetings and are in talks with airlines and airport stores, both in Asia and Europe,” explains Nadia. “We are keen to reach the international traveller and be a part of this channel. Although it is a global market that is very focused on high-end global brands, the potential of creating a boutique concept with brands such as Nadia Minkoff within this category is exciting and I think a niche that needs to be addressed.”

At present Nadia is working on special packaging for the inflight market, and like her own designs, this is sure to be something special. “I take great pride in every aspect of my designs and how to present the range to the consumer. I have never had to consider packaging before but now we are focused on this channel I want to create something that is very beautiful as well as being functional. Packaging can so often be very plain and too conservative – I want to create something that is striking and attractive.”

Looking at the future and the potential for ground stores, Nadia also has some grand plans. “From the feedback I have had at the shows and subsequent meetings with retailers, my strong focus on projecting the boutique feel of my brand through merchandising is highly suited to this market. I am working on a merchandising solution that is not only very flexible in terms of size but that will have a very special appeal – a sort of mini boutique offer that incorporates a collection of handbags, purses and a few jewellery items. Normally these two categories sit side by side in travel-retail but with my collection I have developed a very small line of key jewellery items that have been colour-matched to my bag designs and therefore make a stunning combined presentation in store.”

This concept is about to be rolled out on a larger scale with UK department store Bentalls – part of the Fenwicks Group. “This is where the idea came from originally when I had the opportunity to brand an area and combine my handbags and jewellery together. Now I am adapting this c o n c e p t f o r travel r e t a i l and am c o n f i dent that it will add a certain charm and unique appeal in store.”

In terms of product development, Nadia has tailored her collection with key items for travel r e t a i l , including a travel wallet, folding leather handbags and small silk purses. The latter design is a particularly strong product for inflight, due to its size, price point and design. These purses feature stunning bold prints and a wide colour range with striking jewelled clasps. And, as a further point of difference, Nadia is offering the opportunity to create exclusive prints for clients. “We are in talks with some customers about creating special edition prints that are available on an exclusive basis so that they can offer something really unique,” she explains. “We have found that in some places, Japan for instance, customers collect our printed purses, there is a cult following for these items so exclusive prints would create instant interest.”

“My focus is to take time with the expansion within travel-retail and work with a few key clients where I can develop a concept that reflects my design appeal with the retailer’s requirements and ultimately addresses the need for alternative designer brands that are affordable yet very unique.” concludes Minkoff.