Kaj Designs Employs A Bold Strategy To Penetrate The European Luxury Fashion Market
Premier Caribbean Mid-Luxury Fashion Brand Partners With Global Runway And Britain’s Destination Weddings And Honeymoons Abroad Magazine
With a steadfast focus to establish Kaj Designs as the Caribbean’s foremost mid-luxury fashion brand, the exclusive Trinidad and Tobago-based fashion house embarked on a bold strategy to penetrate the European market. This historic milestone introduced the brand to the thriving UK luxury fashion market via its distribution with the online boutique, Global Runway, coupled with an advertising campaign in Britain’s lavish specialist consumer magazine, Destinations Weddings and Honeymoons Abroad (DWHA). Over the past two months, Kaj further strengthened its market presence as DWHA’s exclusive international fashion brand and partner at two of London’s leading trade events, The National Wedding Show (TNWS) and the World Travel Market London (WTM London).
These alliances with Global Runway as well as DWHA, have given Kaj access to the largest online luxury fashion market globally as well as Europe’s lucrative and growing wedding and honeymoons sector. “We have employed a two-pronged approach in market penetration in order to achieve success internationally. The opportunity to gain market share in two of our key target market segments hinges on making our brand accessible to the consumer while also elevating the profile of the brand via our marketing efforts. Our primary objective is to position Kaj as the Caribbean’s leader in luxury fashion. This initiative marks a critical one for us,” shared Kaj’s CEO, Liza Miller.
Kaj’s full-page ad campaign was launched in the November/December 2015 issue of DWHA, which is currently available online and throughout the UK at leading newsagents and retailers including Harrods, Selfridges and at all London airports as well as in the USA, the United Arab Emirates, Australia, Canada, Hong Kong, Cape Town, Monaco, Paris, Germany, Singapore, Belgium, Switzerland, Ireland and New Zealand. This special issue of DWHA, which was published on September 24, 2015, was also distributed at TNWS from September 25 to 27, 2015 and at the recently concluded WTM London from November 2 to 5, 2015. As DWHA’s exclusive international fashion brand and partner, Kaj’s promotional material was distributed in DWHA’s gift bags at TNWS.
The timeless luxury of Kaj’s classic resort creations cater to the discerning taste of KajFABfemmes who are confident women that boldly declare their sense of style and sophisticated sensuality in any fora. KajFABfemmes may shop limited edition pieces and experience the exclusive versatility, fine quality and impeccable finish of the Kaj Resort collection via Global Runway
