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‘Brands of Tomorrow’ revealed

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Walpole, the trade body that represents the British luxury industry, has announced the next eight brands tipped to become leaders in the high end market.

For the sixth year running Walpole, whose members include Burberry, Fortnum & Mason, Harrods and Jimmy Choo, has selected a line up of designer names coined the ‘Brands of Tomorrow’, and the body is gaining a reputation for being astute in its selection of the companies that will thrive in the luxury industry.

Online jewellery company Astley Clarke, fragrance and beauty name Miller Harris and British watch brand Bremont have all featured on Walpole’s list in previous years.

This year, contemporary retro childrenswear label Aravore, artisan chocolatier Demarquette Fine Chocolates and lifestyle accessories duo Elvis & Kresse, who reconstruct their product from waste such as an old fire brigade hydrant top the list. Lily and Lionel, a scarf accessories textile family brand whose creations are in London department store Liberty and have already been seen on models Elle McPherson and Alek Wek, has also made this year’s watch list.

Julia Carrick, CEO of Walpole, feels this selection process helps to promote new designers in the fashion industry.

“The Walpole Brands of Tomorrow programme continues to nurture and support small upcoming British brands, providing them with valuable guidance from industry experts and helping them to become leaders in their field in years to come,” Carrick said.

Luxury items remain popular, as a survey conducted by retail marketing agency Leapfrogg revealed this week that 61 per cent of online shoppers will not cut down on premium goods despite economic difficulty .

Burberry is one such brand represented by Walpole which has lead the way for innovation, and media marketing experts agree its brand identity is leaving competitors in its wake.

Dharmendra Patel, Managing Director for Europe of the agency PlayNetwork, told Retail Gazette last week: “They are using their initiatives very smartly, creating lots of great content and creating a lot of great experiences for the customers to enjoy and good example is their website, the Art of the Trench.com where they encourage people to upload picture of their favourite rain coat.”

A non-profit organisation, Walpole was founded in 1990 under the premise of harnessing innovation, design and service in the luxury market, and John Ayton, Founder & Chairman of Walpole Brands of Tomorrow welcomed this year’s line up.

“We are delighted to unveil this year’s 2012 Brands of Tomorrow,” he commented.

“This year’s brands encompass a broad section of the luxury industry combining cutting edge design with quality and originality. We very much look forward to working closely with them over the coming year.”

Published on Wednesday 30 May by Editorial Assistant

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