FASHION & ACCESSORIES: PAUL & SHARK
‘satisfying’ last year, Bonelli admits that the travel retail landscape, globally,
is becoming more
challenging as so many suppliers are contending for the same retail footprint and each stakeholder has its own opinion of how best to manage the space. “Airports, retailers and suppliers
all have their own ideas about how best to market to the travelling consumer and which products to offer them in the face of competition from ecommerce businesses,” according to Bonelli. “The cost of business for suppliers
gets ever more expensive and the investment required from retailers can be prohibitive. Conversations are being had all the time to solve these dilemmas and have been for some years. The division of space available between categories is another debate, but generally, retailers are recognising the importance of a relevant fashion offer and the opportunities for brands globally are increasing every year.”
Cruise builds brand equity As many suppliers have told TRBusiness, e-commerce presents both challenges and opportunities for travel retail and must be taken advantage of in order to keep pace with online-only fast fashion apparel companies. TRBusiness asked Bonelli if P&S feels threatened by these rapidly emerging fast-fashion players, who have the ability (and agility) to execute social media marketing campaigns with aplomb. “We don’t really experience that
problem with Paul & Shark,” she insists. “We are meeting celebrity and social media trends with our collaborative capsule collections,
e.g. with Nick Wooster, LQQK Studio and – most recently – Greg Lauren, which do use alternative fabrics, colours and material combinations. “These are limited editions,
however, and designed very much to raise the brand’s influence and meet the ‘now’ requirement of influencers and fashion-conscious consumers.” Bonelli makes the argument that
the majority of travelling consumers are increasingly turning to travel retail for something unique. She believes Paul & Shark meets this demand through its ‘constant attention to quality and advanced technologies that put us in an exceptional class of our own’. “Customers more and more are
looking for something different and exclusive in the airport,” she adds. “We are able to create a point of
difference by offering limited and special editions, for example we created a special ‘Year of the Boar’ limited edition for the Chinese New Year. “At the same time, we remember
that some of our clients love our traditional, core items and may want to repeat purchase – so we constantly have a ‘carry over’ total look referred to as the new ‘Always’ Collection, telling the story of Paul & Shark’s journey through its values, stories, research and emotions.” As Bonelli has already mentioned,
regional priorities include Europe and Asia, along with other destinations popular with Asia travellers. When it comes to specific travel retail channels, airports will continue to be of greatest significance to the business, however, as many other fashion brands have relayed to TRBusiness in recent months, cruise ships present some unique
P&S to set sail once again in Cannes
This year, the Paul & Shark sponsored regatta returns to the Côte d’Azur as an adventurous option for the Sunday activities prior to the 2019 TFWA World Exhibition & Conference. Last year’s regatta was reportedly
a ‘phenomenal success’, with more people than ever on the waiting list, and was attended by renowned artist Annarita Serra who gave participants
OCTOBER 2019
an insightful speech about the importance of keeping the ocean pollution-free. “The regatta is all about team work
and fun and is the perfect way to celebrate the heritage of Paul & Shark; this is a great activity for anyone with an adventurous streak and is up for a challenge,” says Catherine Bonelli, Paul & Shark’s Global Travel Retail Director.
TRBUSINESS 117 The new Paul & Shark boutique at Munich Airport.
opportunities; especially in China. “We see real potential for cruise
ships and our business is developing very nicely [in the channel]. We are now listed on several cruise ships. Our strategy moving forward, however, is to continue growing and developing our partnerships with all channels including airport retailers, downtown and cruise ships to provide travelling consumers with fabulous Paul & Shark shopping experiences. “Being a Luxury Lifestyle brand,
Paul & Shark seeks only locations and destinations that correspond to this high level brand environment and this is true globally, not just the Asia Pacific.” «
“The cost of business for suppliers gets ever more expensive and the investment required from retailers can be prohibitive. Conversations are being had all the time to solve these dilemmas and have been for some years.”
Catherine Bonelli Worldwide Travel Retail Director, Paul & Shark
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