Creative Communications Agency | Liquid Solution | Case studies | Radley
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US launch
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Liquid were chosen by Radley to help launch the brand in America. The expansion into the US market, initially through department stores, marked the continued growth of the Radley brand internationally.
However, Radley was completely unknown in the US. The campaign therefore needed to quickly capture people's imagination and present a brand that resonated powerfully with customers so they would fall in love with Radley, just as those in the UK have.
However, Radley was completely unknown in the US. The campaign therefore needed to quickly capture people's imagination and present a brand that resonated powerfully with customers so they would fall in love with Radley, just as those in the UK have.
Liquid helped produce an impactful campaign for the launch of Radley in the famous Lord & Taylor and Bloomingdale's department stores, emphasising the quintessential Britishness of the brand. This included a stylish brand journal which could be used as a press book or catalogue and a direct mail campaign, which took the form of a series of postcards, promoting the website and High Tea parties.
The campaign worked. Radley proved to be hugely popular with Lord & Taylor and Bloomingdale's customers and has seen sales continue to grow each season since.
Radley have now gone on to open their very own store in the US. To help promote the opening, liquid used the AW 09 campaign collateral to create a suite of marketing pieces which included signs in the mall and an email blast to the mall's database. It also featured a beautifully designed, quirky hand drawn-style tea party easel graphic inviting customers to join Radley for tea and cake, helping to cement the Britishness of the brand in their minds.
The campaign worked. Radley proved to be hugely popular with Lord & Taylor and Bloomingdale's customers and has seen sales continue to grow each season since.
Radley have now gone on to open their very own store in the US. To help promote the opening, liquid used the AW 09 campaign collateral to create a suite of marketing pieces which included signs in the mall and an email blast to the mall's database. It also featured a beautifully designed, quirky hand drawn-style tea party easel graphic inviting customers to join Radley for tea and cake, helping to cement the Britishness of the brand in their minds.
"The US is a key market for Radley, and our launch in both department stores and our own Radley store has been a success. Liquid contributed effectively to this with their true understanding of the brand's unique selling points and their ability to translate this into memorable graphics and key tools such as the brand journals."
Nick Vance, Radley Sales & Marketing Director
Nick Vance, Radley Sales & Marketing Director
