Misaki
Misaki highlights it’s “Summer Road Trip” collection at TFAP
Fashion forward Pearl jewelry leader Misaki enjoys rapid growth in travel retail BY
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HIBAH NOOR
ASIA DUTY FREE & TRAVEL RETAILING MAY 2013
ewelry and watch specialist Misaki’s well defined identity is one of the secrets of its success, says Deputy Head of Sales Stefano Marazzato, who believes that current retailer buying trends tend to focus on distinctive brands. The Asian market, of course, has its own unique preferences, notably favoring more classic designs such as simple pearl pendants with matching studs or classically styled pearl sautoirs with a twist. “In Asia, Misaki’s interesting color combinations or design touches, such as crystal pavé or silver beads, are particularly appreciated,” Marazzato says. When it comes to Misaki’s watch designs, the pearl designs have proven to be most popular with Asian buyers. “Our Asian consumers also generally look for quality cultured pearl jewelry items for special occasions like wedding gifts.” Misaki’s winter collection “Glam Reloaded” has been especially successful in Asia, Marazzato says. “The Cleopatra set was a bestseller, and its graphic shape and vintage feel were particularly appreciated. In general, elegant pearl pendants such as our Cherish heart-shaped pendant and colorful pearl sautoirs that add an easy touch of style to any look work very well.” Misaki offers a varied product assortment to cater to the needs of a range of different customer tastes, Marazzato says. “We offer fashionable pieces that combine pearls with leather and other innovative materials as well as more classic pieces. Our thematic twice yearly jewelry collections always have a strong artistic influence and showcase trendy and modern creations.” Misaki’s international design team develops its creations by analyzing marketplace trends and finding artistic ways to incorporate these into the brand’s jewelry designs. Marazzato has noted that the jewelry category is increasingly embracing a strong fashion connection. “Major fashion brands are now developing their own fashion inspired jewelry lines,” he says. “Misaki is a pioneer in the development of trendy pearl jewelry designs, making a link between pearl jewelry and the most advanced trends. We continue to innovate by integrating more original materials, colorful combinations of pearls, semi-precious stones such as white jade and also more gold plating in our designs, as you will see in our Summer Road Trip collection.” Marazzato says that Misaki’s travel retail sales in 2012 advanced at a double-digit growth rate, riding the wave created by the pace of the brand’s new openings and supported by the development and growth of the Misaki self-service offer, which is increasingly well represented in duty free locations around the world. The airline business has also increased at a double-digit rate year over year. At the TFWA Asia Pacific Singapore show this year, Misaki will highlight its new “Summer Road Trip” jewelry collection, which Marazzato defines as “a wildly chic collection with a free spirited and young-at-heart ethos, perfect for a summer getaway.” The new men’s and women’s watch collection, including the Shark range, will also be prominently featured. To heighten in-store activity and grab consumer attention, Misaki has developed a new furniture design concept which features LED lights and a focus on more modern aesthetics. Misaki will be implementing this new furniture in the coming months as it embarks on a major renovation of its network of duty free points of sale. Right now Misaki anticipates that the majority of its growth will stem from the Middle East, Asia and Russia. “We are particularly confident of the growth potential of our brand in India,” Marazzato says, “where we will be present in several points of sale in the coming month and where we will be deploying a complete marketing and PR strategy with our new partner.” Misaki adapts its marketing approach depending on the market/category being addressed, but Marazzato says that in general the brand communicates its messaging to the end consumer through advertisements in inflight magazines, online and in the consumer press, by means of billboard signage and through celebrity product placements. c