From bags to riches: the success of Radley handbags
Julian Calderara, Les Binet and Sarah Carter
At the end of 2007, Radley + Co, makers of distinctive handbags branded with a small Scottie dog, exchanged hands for £130m – only two years after it had been valued at £42m in its first private equity deal. Truly 'bags to riches'.
The advertising campaign was cited as a key contributor to this success. Fashion brands, until now, have been conspicuous by their absence from the IPA Effectiveness Awards. Fragmented markets, small media budgets and limited industry research data...