Archive for November 2014

Retail therapy at the airport

The shopping experience once known as ‘Duty Free’ but now known as ‘Travel Retail’ is a fascinating place. Naturally it owes much of its unique status to the very specific mindset of its captive consumer audience: We are all on our way to another country, for business, on holiday, or to see someone special. In…

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Travel accessories

It seems obvious in hindsight, but you’ve got to applaud the insight that Veuve Cliquot now mines with great panache, to distinguish its brand from dozens of other champagnes: Travellers love accessories. For besuited business blokes it’s a quick rummage in the electrical section, hoping to find yet another bargain camera or an iPhone charging…

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Explorers wanted

Johnnie Walker display at the airport simulating Louis Vuitton Luggage

Still on the theme of making people feel good about themselves (which is pretty much the whole point of brands anyway), Johnnie Walker has been working hard to encourage businessmen and women to see themselves as Explorers. Doesn’t that sound a whole lot better than ‘number-crunching knowledge worker catching the last flight home’? The Explorers’…

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