Radley Handbags: From rags to riches - IPA Effectiveness Awards Case Study 2008

Brief Description: Radley + Co was set ambitious growth targets when it was acquired by a private equity firm in 2006. This paper demonstrates how the integrated campaign 'Truly, Radley, Deeply' created a large impact on a small budget. The strategy was to increase awareness of the bags, improve their image and desirability, while staying true to the brand's identity. Within a year it became the nation's favourite handbag designer, even trouncing high-end brands, and tripled the value of the company. It has generated payback of £5.57 per £1 spent, proving that small budgets and fashion advertising can produce large commercial effects ;---(TAGS)--- Full Title: From bags to riches ; Number: 2008/26 ; Brand Name: Radley handbags ; Client: Radley & Co ; IPA_ProductCoding: Clothing & Accessories (Fashion accessories - bags, purses, scarves, gloves, hat, belts etc.) ; Agency: DDB London ; Author: Julian Calderara, Les Binet, Sarah Carter, Monika Jakubczak ;