’Janet has a wealth of experience across retail, buying and marketing combined with broad sector knowledge of beauty, luxury goods and fashion. She conducted a full strategic review of our cross functional business and the travel retail market to develop a comprehensive buying strategy and quality control process that was presented and signed off at board level. Very approachable, strategic and analytical MD, Global Travel Retail Company
Success Highlights
Developed a global buying strategy for a leading travel retail company supplying duty free products into over 170 airlines based globally. This included developing a detailed critical path and bi-annual buying cycle to improve speed to market. Restructuring and rationalizing their product range to deliver a targeted customer-focused offer. Devising a quality control process for timeous delivery of products to agreed specifications. Introducing service level agreements and KPI’s to improve fulfilment, quality, and their bottom line.
The Issue
Entrepreneurial travel retail company supplying beauty, gadgets, jewellery, fashion and wellbeing products into global airlines needed a formalised, global buying strategy. Airlines operate on a sale or return basis and the timings of trade shows and sales listings presented challenges with developing a defined product range tailored across a customer base. Improved communication between sales, product development and marketing was needed.
The Approach
Analysed global sales by market, customer, product portfolio and supplier base to gain a better understanding of the company. Meetings took place with teams across the business to review processes for product development (private label), product selection (branded products) and licensed brands. Pricing, margins, quality control and suppliers were reviewed. Marketing, customer service and sales (inflight and airports) were explored.
Targeted customer focus offer
Sales analysis confirmed that top 20% of products and customers drove 80% of sales, typical Pareto analysis. A focused product strategy was needed that allowed flexibility to develop bespoke product ranges for VIP customers; balancing sales, stock and improving CRM. This strategy complemented the branded, private label and licensed products the company sold.
Defined buying process and strategy
Working with the buying team, it was established that products were developed year-round. A clearly defined, buying process built to support key sales periods at industry events needed to be created, supported by more stringent product reviews and improved sales forecasts.
Structured quality control process
Working with the operations team, it was identified that a structured quality control process with KPI’s built in to measure and manage the supplier base needed to be developed.
Intergrated marketing strategy
Marketing was sales focused, an integrated holistic marketing strategy to drive brand awareness, credibility and sales across their branded, licensed and private label products was required.
The results
Janet developed a global buying strategy for this travel retailer with the following processes and recommendations built into the strategy. She created a clearly defined bi-annual buying cycle aligned to key sales periods at industry events; injecting newness and increasing speed to market.
She designed a structured quality control process, incorporating green seal and gold seal samples as check points; providing agility and flexibility to respond to opportunities whilst minimising disruption to the day-to-day business.
She made recommendations for them to develop and maintain a tight product range, providing them with flexibility to develop bespoke product ranges for VIP customers supported by an integrated marketing strategy with consideration for their CRM, to be validated in advance by sales forecasts.
If you would like to discuss how we can work with you to develop and grow your brand in the marketplace, GET IN TOUCH, we would love to hear from you.
As a beauty and wellness consultancy, we develop a comprehensive strategy for your business by understanding your vision (and the marketplace) and then delving into the details to create order and structure neatly packaged up to deliver you commercial results. We design brand identities and visual elements, manage your product development, build your go-to-market strategies to help you to engage with your ideal customers.
We are proud to support our clients from different regions of the world – from Saudi Arabia, to Dubai, Sri Lanka, Africa, Australia, the US, Canada, Europe and the UK – from entrepreneurs, to multi-award-winning beauty and wellness brands, retailers, investors, distributors, embassies and trade bodies. And we work with you across the retail sector, and the professional sector, including the hair care market, professional nail care market, spas, salons, hotels and the aesthetics market – here’s a snapshot.
If you would like to discuss your ideas with us, get in touch, we would love to hear from you.
As an international beauty and wellness consultancy, we are proud to work alongside clients from different regions of the world – Saudi Arabia, Dubai, Sri Lanka, Africa, Australia, Canada, US, Europe and the UK . We love collaborating with entrepreneurs, multi-award-winning beauty and wellness brands, retailers, investors, distributors, embassies and trade bodies across the retail sector, and the professional sector, including those selling into the hair care market, hotels, spas, professional nail care market and aesthetics market.
If you need support with devising a new strategy, developing a new product range, designing your packaging or rebranding your current product range, managing your PR, or with planning your market-entry into international markets, get in touch, we would love to hear from you.
Bespoke is a brand management expert with deep industry knowledge, extensive experience and a comprehensive understanding of the beauty and personal industry in the UK and Europe, complemented by an extensive network of contacts in the relevant market segments. Bespoke’s expertise, experience and contacts significantly contributed the success of the UK/Europe project with the companies that Bespoke assisted successfully entering or well on track to enter the UK and European markets. The Bespoke team was very professional, responsive and obliging and always delivered within timeframes. It was a pleasure to work with them.
Working with Janet over the past year has been a real pleasure, she has fantastic industry experience and knowledge of the UK beauty market. She has delivered a number of webinars for my clients looking at how to enter the UK market, providing an overview of the market and how to build a strategy. She took the briefs we provided and added real value to them, included key insights and information that my clients have found incredibly useful. Feedback on these sessions has been very positive. Janet is a clear communicator and has always delivered as agreed and on time. We are continuing to work together on other projects and I very much value the conversations we share.
‘Janet has a wealth of experience across retail, buying and marketing. She conducted a full strategic review of our cross functional business and the travel retail market to develop a comprehensive buying and quality control strategy that was signed off at board level. I highly recommend her as an asset to any business.’
‘As a Queensland-based company, we were determined to tap into the European market and establish a strong presence. From the very beginning, Bespoke Advantage demonstrated a deep understanding of our export goals and objectives. Their comprehensive knowledge of the European market, coupled with their extensive network of contacts, enabled them to connect us with key decision-makers and influential stakeholders in our target countries. Their strategic guidance and insights were invaluable in shaping our export strategy and positioning us for long-term success.’
‘Through Janet’s management skills, expertise and proven track record on the job she successfully managed the purchasing of our retail operations and ensured the integrity of our brands in-stores. Her enthusiasm and total dedication, delivered results in any project she was involved in.’
‘Janet has excellent beauty market knowledge. Level headed with clear vision, direction and the ability to drive business forward, Janet led the teams through a complete product design change advising on what the key marketing messages should be, incorporating her technical knowledge and beauty expertise.’
‘Absolutely fantastic course. Condensed learning from Janet, an expert in developing beauty brands. Also, valuable introductions to expert professionals, in the Masterclass sessions. In 12 weeks, you will learn from Janet, what would take years to learn by yourself. A very worthwhile investment’