Liquid support Radley US launch
Radley, the UK’s largest manufacturer of designer handbags, luggage and accessories, has announced the expansion of their brand into America. And Liverpool-based Liquid has been appointed to support this promotion through a trade communications campaign
Radley has grown rapidly in recent years and its products are now sold in more than 500 stores throughout the UK. The expansion into the American market signals the continued growth of the Radley brand internationally, with their handbags now available through Bloomingdale’s and Lord & Taylor stores.
Liquid’s trade communications will convey the quintessentially British nature of the Radley brand, highlighting its four key brand values – surprising, creative, colourful and real.
The agency produced a range of promotional materials for the campaign including a Brand Journal, a website and a direct mail campaign which took the form of a series of postcards.
Nick Vance, marketing director of Radley, said: “We want to create a truly iconic and international brand. Liquid assisted us in successfully communicating to the US market what the Radley brand represents and there was a definite "wow" factor. The response from all parties who received the Brand Journals has been extremely positive.”
Chris Mitchell, managing director of liquid, said “We have always enjoyed a great relationship with Radley and we were delighted to support their launch campaign in the US.”