Our Brand Essence

Our Brand
Essence
OUR STORY
Radley was born in the heart of London in 1998, with a mantra
of making bags for women to fall in love with. With its roots in
vibrant Camden Market, the brand has evolved into a British icon of
affordable luxury.
Mixing creative design, quality materials and immaculate
craftsmanship the brand has grown into a leader in the premium
accessories market with over 20 UK retail stores, an award winning
website and a growing international presence.
The signature Scottish Terrier is central to this heritage and was
inspired by the founder’s love of dogs. This symbol of authenticity
and quality still stamps all our products and just like our designs he
stands the test of time and grows and develops with us.
Our products have an aspirational mix of style, attention to detail
and desirability that makes you want to touch them and take them
home. We look to global fashion and lifestyle trends for inspiration
when designing collections, but we are not a slave to fashion.
We pride ourselves on making life easy, designing solutions for
every occasion while still making you look and feel fabulous.
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OUR VISION
Radley aspires to be the leading premium British accessories brand
at home and abroad.
OUR MISSION
With a focus on affordable luxury and a commitment to quality and
craftsmanship we are devoted to making things to fall in love with.
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OUR VALUES
The Radley brand is defined by 3 unique values that differentiate us
from the competition.
Every collection, every design and everything that Radley and its
employees do must be in keeping with these values. These values
are the heart of the brand, and must go hand in hand with our vision
and mission.
ASPIRATIONAL
Stylish
Desirable
Innovative
AUTHENTIC
CREATIVE
Consistent
Honest
Accessible
Unique
Colourful
Playful
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High Aspiration
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Low Price Point
Fossil
Department
Kipling
Store
Designers &
Own Brands
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Low Aspiration
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£0
DKNY
Furla
Osprey
Coccinelle
Aspinal
RADLEY POSITIONING:
LEATHER HANDBAG
MARKET 2012
£700+
*by aspiration we mean how much our target customer would desire
and want to show off different handbag brands.
High Price Point
The Radley positioning centres firmly around affordable luxury with
average leather handbag prices at £149 - £189. However as a
bridge brand we also offer entry price leather and fabric ranges
under £100 and exclusives leather styles over £250.
Coach
Michael Kors
Longchamp
This graphical representation highlights our main competition in the
leather handbag market on scales of average price and aspiration*.
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The UK leather hand bag and accessories market is one of the most
exciting in the world and as a result is highly competitive. Therefore
we must consider all accessory brands to be competitors: from
department stores through to luxury labels.
MARC by
Marc Jacobs
McQ for
McQueen
Mulberry
Louis
Vuitton
Chanel
OUR MARKET POSITIONING
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OUR CUSTOMER
We have an extremely loyal customer base, who have been
shopping and enjoying the Radley brand for many years.
These customers are our biggest advocates and we live to engage
and excite them, whilst attracting new people to our brand.
OUR CUSTOMER IS...
Fashion aware
Stylish
Confident
Sociable & Fun
Creative
Concerned about the environment
Her greatest loves are her family, friends and home.
She appreciates quality, unique design, practicality and value
for money.
She enjoys keeping up to date on trends through the media, loves to
shop and always wants to look and feel fabulous.
We have a wide range of customers and at Radley we believe
that fashion is about attitude not age.
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OUR PRODUCT
To reflect our premium positioning we pride ourselves on using
the highest quality materials and the absolute best practice when
crafting our beautiful bags. We treat our factories as an extension
of our brand, ensuring that every product is perfectly constructed
and consistent.
Our signature butter-soft leather stands the test of time while our
statement hardware ensures a premium finish on all our hand
crafted accessories.
We also have a playful side and love to experiment with colour,
print and our iconic Scottish Terrier. No product would be a true
Radley without the dog’s stamp of authenticity and quality.
Quality, craftsmanship and attention to detail are at the heart
of every Radley product.
We have a dedicated in-house design team who are always
searching for inspiration. They are obsessed with intricate detailing
and functionality, passionate about fashion and always put the
customer’s needs first.
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OUR RANGE
With a heritage in handbags, our wide range gives the customer the
choice she desires.
Iconic styles that have become synonymous with the brand include
the functional Pocket Bag that sells over 50,000 every year, and the
sophisticated Grosvenor which has become a favourite with both our
customers and the fashion press.
Over the years we have expanded our seasonal offering to include
purses, shoes, scarves, hats, sunglasses, luggage and most recently
launched the Radley Time and Radley Man collection.
MAN
LAURA BAILEY
Grosvenor Satchel
stores nationwide
radley.co.uk
Grosvenor Satc hel
LAURA BAILEY
The Pocket Bag
stores nationwide
radley.co.uk
The Poc ket Bag
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OUR ENVIRONMENT
Radley has over 20 stores across all major UK cities and is sold in
more than 500 department stores and independent retailers in the
UK and Internationally.
We also have a successful, award winning eCommerce website that
services the UK, US and 45 countries around the world.
We strive to make all our points of sale welcoming and exciting,
ensuring our customers have an experience that is both personal
and inspiring.
Through the use of imagery, visual merchandising and signage we
deliver impactful displays and clarity of product offering.
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OUR SERVICE
We endeavour to offer a service that is second to none.
Our staff are knowledgeable about our products and live to
share our passion for the Radley brand with our customers. Our
teams ensure that our customers receive the right level of help and
assistance across all our channels.
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OUR CULTURE
Our culture is positive, ambitious and focussed and our teams are
creative and have pride in the brand.
We create a rewarding and fun working environment that
builds loyalty and passion.
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OUR COMMUNICATIONS
We increase the awareness and the image of our brand to our
customers and the fashion industry through...
OUR MARKETING:
Brand ambassador
Local marketing / events
Directional imagery
Email marketing
Impactful advertising
Social media / blog
Graphics / Packaging
3rd party relationships
Tactical promotions
Charity
Char it y Projects
LAURA BAILEY
Grosvenor Satchel
stores nationwide
radley.co.uk
Promotions
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National Magazine Adver ts
Social Media
Impactful Adver tising
3rd Par t y Relationships
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OUR PR
We hold seasonal Press Launches to showcase the Radley collection
to the fashion press including the monthly glossies, national
newspapers and new media channels.
This helps us achieve high levels of endorsed product placement
across all media and keeps our brand in front of the eyes of our
target customer.
We also endeavour to place our products with fashion opinion
formers and celebrities.
Spr ing /Summer 2012 Press Launc h
Radley are also proud to be official patrons of London Fashion
Week, supporting young British talent.
Gossip Gir l
S t ylis t
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Grazia
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OUR FUTURE
We are working on many new and exciting projects that will build
upon the brands premium positioning and further differentiate us
from the competition.
We will be investing in our stores and online environment, new
product developments, and exciting marketing initiatives.
To fulfil our vision to be a global lifestyle brand we continually seek
out new channels to market both within the UK and Internationally.
Including our first steps into the exciting markets of Japan and China.
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CLOSE
We hope this brand essence guide has inspired you and made
you even more passionate about the Radley brand.
We hope it has given you all the knowledge and the confidence
you need to effectively communicate what makes us who we are
and what makes us different.
Enjoy spreading the Radley word…
Love
Radley
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radley.co.uk