US. Bijoux Terner, the single-price retail concept, will soon be celebrating the opening of its 600th boutique if the past year is anything to go by.
The company now boasts 592 “Luxury Boutiques” in 60 countries on six continents that sell all items for around US$10, whatever the product category. The product range is also expanding just as rapidly: the portfolio in 2009 spans many new lines that aim to be modern, stylish and trendy as well as making consumers’ lives easier.
“The only continent we’re missing [a retail presence] is Antarctica, but we’ve recently had some enquiries from a couple of penguins,” joked Vice President Global Sales Operations Panos Argyros at the TFWA World Exhibition in Cannes last month.
Speaking more seriously about the company’s upward expansion trajectory in travel retail, Argyros said: “We are now represented in all the major retailers. We are relevant now more than ever [during the economic downturn].”
Left: Bijoux Terner boutiques at Singapore Changi Airport; Right: Cairo Airport (Terminal 3)
New travel retail listings gained in the last six months include Singapore Changi at Terminals 1 and T2, Atlanta (three stores), Tampa (three), Minneapolis, Oakland, Miami (three for a total of six), Auckland, Cozumel, Cairo T3 and Madrid T4, among many others. A further six points of sale are scheduled in the final quarter of this year.
According to its latest data, Bijoux Terner boasts a 90% conversion rate from shopping to purchase in its stores. Argyros puts this down to “the surprise element. It’s the variety, and the combination of price, quality and value,” he enthused.
Argyros also claimed that the Bijoux Terner single-price concept is a traffic driver in multi-brand travel retail stores if it is placed at the entrance of the store.
The company’s new visual campaign for 2009, which will run until April 2010, aims to present a clean and crisp look on a white background. Three cubes in the logo signify variety, assortment and colour.
Research has found that the core target customer is a fashionista and that sales are incremental. According to a study, 89% of people polled liked the fixed-price concept, and 87% wanted to return to a Bijoux Terner store.
The product range for 2009 spans many new lines that aim to be modern, stylish and trendy as well as making consumers’ lives easier, including a new range of travel accessories, such as alarm clocks in fun colours
New travel accessories range
A travel pillow launched in April 2009 has become the second highest selling sku in Bijoux Terner’s portfolio of 300 skus. “This is the only pillow with these attributes sold in travel retail for US$10,” enthused Argyros. “It is the only one that comes on a string so you can tie it to your luggage trolley, contains micro beads for comfort and it’s the only one packaged in a transparent polythene bag to keep it clean and free from dust.”
A travel set incorporating socks and an eye mask is also available “so you can travel business class at an economy price,” he smiled.
The pillow and travel set form part of a new range of travel accessories recently introduced by Bijoux Terner. A reversible travel blanket is also available in double-sided fleece and printed satin.
This month, the company is introducing a music pillow: “It’s a pillow with a speaker in the middle allowing you to hook your iPod into it and listen to music. The product includes a volume control panel,” Argyros said. The travel category will expand next month with the introduction of children’s pillows in different designs, such as a cat, dog and monkey. Other items include a travel alarm clock presented in a round leather box in fun colours. And for business people on the move there are laptop sleeves, available in both solid and fashion-forward colours.
Candles and desk accessories will be next in the product pipeline.
New jewellery and watch lines
Bijoux Terner presented at Cannes its new lightweight jewellery lines and evening bags. Metallics are a key trend, along with earthy and natural colours. Winter jewels in peacock colours and 1960s art deco are set to be major trends.
Moves have been taken to make merchandising the range easier for the retailer. Handbags and jewellery are now divided into different colours and trends, and the company demonstrates clearly in a handbook how to merchandise the collections. “This will ease up replenishment at store level, but will also drive fashion trends and lifestyles according to consumers’ preferences, demographics and location attributes. It’s all part of making Bijoux Terner business easier for store operators and consumers,” said Argyros.
New fixtures include a compact unit developed for airport retailers with dimensions of less than 1 x 1 metre and 140cm in height. “This unit is very versatile and can be dressed with any combination of products such as jewellery, watches or travel accessories,” he said.
Nesting tables are also being introduced in-store to attract customers and to draw the looks together. For example, next year’s glam-rock trend brings together black, white and grey items in the core product categories.
Promotions are also being stepped up for events such as Halloween. A recent “Lipstick” promotion centred on red and pink bags and accessories.
To mark October’s Breast Cancer Campaign, Bijoux Terner produced a special pink ribbon brooch, developed eye-catching marketing and promoted, together with store operators, the concept of supporting key initiatives that are sensitive to women. In addition, for every purchase of a pink product in-store, the company donated money to the Breast Cancer Research Foundation and it is already planning its next steps for 2010 as the feedback from customers and consumers was “amazing”, concluded Argyros.
Bijoux Terner presented at Cannes its new lightweight jewellery lines and evening bags. Metallics are a key trend, along with earthy and natural colours. Winter jewels in peacock colours and 1960s art deco are set to be major trends
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