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Luxury Retailing





Christmas is a time for ‘Luxury’ be it an expensive watch or a bottle of perfume – it is the joy of giving and receiving and I’ll drink to that.


savings on a wide range of luxury products. Luxury also features strongly on our website during December and on e‐mail communications to our database of 350.000 regular flyers. December is one of our most successful months, typically 30% higher during the summer months.” Dublin airport was the first airport to be and have a Duty Free retail offer and ever since the airport has been pioneering in this sales area. The Design Solution first created The Irish Whisky Collection in Terminal 2. It has been so successful it has been extended into the other Terminals and also other Irish airports. The design is sublime with a black lacquer finish. What makes the ‘Collection’ truly a winner with the traveller is the 125 different whisky brands, some of which have been specially created for the Irish Whisky Collection, is that it is a place to stop, taste, and buy and there is no better time than


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Christmas. What the airport has created for Christmas is a special programme not only aimed at the Luxury sector but right across the market and that is their ‘Joy of Giving Campaign – Gifts to delight at prices you’ll love’. As one marketing executive said “We focused our campaign around Christmas time because we all know what a stressful time period it can be. It has a Shop and Collect programme for people travelling within the EU. Making it easier are sections titled Gifts for Him, Gifts for Her, all this within The Loop where prices are guaranteed to be 20% lower than the High Street”.


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Christmas is a time for ‘Luxury’ be it an expensive watch or a bottle of perfume – it is the joy of giving and receiving and I’ll drink to that.


Written by Steve Thomas‐Emberson Contact


The Design Solution +44 (0)20 7908 5200 www.thedesignsolution.co.uk


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