Chavin refreshes marketing and POS for UK push

Chavin-2013-boxes-campaign.jpg

Brand to work closely with nominated stockists to fuel growth.

Chavin has launched a new marketing campaign and fresh POS as it looks to boost its position and relations with retailers in the UK.

The brand’s new campaign is more product-focused, with shots featuring jewellery and packaging – a step away from the brand’s model shots from previous seasons.

It has also revamped its POS with colourful busts and boxes, and Peruvian-inspired ribbon, which reflect the brand’s roots and original Peruvian inspiration.

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Simon Ogilvie-Harris, director of Chavin, said the move is to help build Chavin into a stand-out brand in the UK.

“We will provide retailers will literature about the brand and will work closely with nominated Chavin stockists on three levels to help build Chavin’s presence,” he explained.

Elements of these three levels include staff training, participation in local and national press and PR campaigns with Chavin, branded newsletters about Chavin and stock take programs that will allow retailers to understand what sells in store.

“We will also be working on product care, offering to refresh jewellery that retailers take in store with a clean, and will also help them with merchandising, working to create bespoke POS such a ring trays or branded bracelet trees,” added Ogilvie-Harris.

The developments following the brand’s announcement of its appointment of Tibouche Gunn, a former Links of London marketing director.

The brand launched the new campaigns and programs at The Jewellery Show this week, alongside new jewellery collections that reference the jaguar head motif – one of the brand’s original design icons based on the jaguar as the God of Strength in the Chavin culture, on which the brand is based.

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