May 29 2019  |  Fashion, Bags & Accessories

Kipling targets millennials with brand revamp

By Rebecca Byrne


Vera Breuer, Global President, Kipling

Belgian bag and accessories brand, Kipling is launching new look travel retail stores following a brand overhaul.Vera Breuer, Global President, was tasked with reinventing the brand to make it more accessible to a wider market.“We took the brand apart and looked at its values,”she comments.“We came up with a new purpose:Kipling Live Light.”

This concept focuses on inspiring people to come as they are, lighten their step and be free to do what they want.The iconic monkey is still a vital part of the brand, but has been updated.Travel retail stores will be refurbished to reflect the new creative vision.For example, each store will have a monkey mural done by a local artist that gives a sense of place.Similarly on the bag the monkey is still present but in new and more subtle forms.“In studies in China we kept hearing that customers would only take their Kipling bags where they felt that the monkey was allowed to go,”says Breuer.“The fluffy monkey was not seen as appropriate for the office.”

The new collections include trendy material, a reduced assortment and a muted colour pallet


The new collection is focused at millennials

The customer profile of school children and over 35 year old left a huge market untapped.The challenge was to bridge the gap between loyal customers and millennials. As well as changing the monkey, the collections include new trendy material, a reduced assortment and a muted colour pallet.Feedback has been extremely positive and the full range will be launched in Winter 2019.

King Power in Bangkok Airport will be the first travel retail store to offer the new branding and assortment in July 2019.This will be followed by Ever Rich in Taichung Airport.Each store will carry the core assortment as well as products targeted at that particular market.For example, in China with its cashless society, the demand for purses has seen a rapid decline.Stores here will stock more cross body and backpack products.

Personalization is a major trend and one that Kipling capitalizes on, especially in travel retail.“Each season tells a story,” says Breuer.“Now it is music, next season is on the move.”The season is supported by accessories such as T-shirts for the new robot monkeys, and many airports have exclusive monkey products.

Breuer admits that the company has taken radical choices with the brand to make it more relevant to a bigger market, but with its new product offering and store revamp, she is confident of its success.

Brand News

January 11 2021

Jose Castellvi joins the team at…

​WEBB Banks, the leading premium wine and spirits distributor for travel retail, the Caribbean and Central America, has announced…

By Laura Shirk

January 11 2021

DFD partners with Oris to support…

​Duty Free Dynamics partnered with the prestigious watch brand, Oris, and Chef Andrés Morataya, in an effort to support local…

By Laura Shirk

January 7 2021

Rodenstock SS21 Collection: inspired…

With the tagline “inspired by the past, made for the future,” Rodenstock’s SS2021 Eyewear Collection shows that the brand…

By Laura Shirk

January 7 2021

Mondadori publishes “The 100 Prosecco…

On November 24, 2020, the book “The 100 Prosecco Recipes” by Sandra Bottega was released. Published by Mondadori, also in…

By Laura Shirk

January 6 2021

Rituals launches Natural Boosters…

Rituals Cosmetics has strengthened its natural Ritual of Namaste skincare collection, with…

By Laura Shirk

January 4 2021

Gucci releases limited-edition…

Gucci celebrates Chinese New Year with a limited-edition trio of red Rouge à Lèvres Satin lipsticks. Specially designed for…

By Laura Shirk

January 4 2021

Marc Jacobs unveils latest seasonal…

Inspired by the feeling of a care-free spring day, Daisy Marc Jacobs Spring features three sparkling scents in shades of…

By Laura Shirk

December 21 2020

E. Gluck considers the present…

Since E. Gluck Coporation's portfolio features exclusively male and female offerings, there is an impact and presence of…

By Laura Shirk

December 18 2020

Pola Orbis announces new subsidiary…

​Today Pola Orbis Holdings Inc. has announced that as of January 4, 2021, it will establish a new company, POLA ORBIS Travel…

By Wendy Morley

Copyright 2021 DutyFree Magazine. All rights reserved. Privacy Policy Sitemap