Storm gets focused with slimmed down offer

The Storm Sqaurex watch was featured in WatchPro this month.

Brand reduces number of SKUs as it focuses on bestsellers.

Storm presented a slimmed down range of watches and jewellery at its bi-annual press preview this morning in London.

The fashion jewellery and watch brand is renowned for launching huge numbers of SKUs twice a year but said it is now focusing attentions on slimming down the number of designs in each collection launch to present a more concise and digestible offering for retailers and consumers.

Despite attempts to reduce the number of SKUs the brand still presented a wide range of steel jewellery and fashion watches that tapped into a number of commercially friendly fashion trends.

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Watches played a leading role at the event with a huge variety of styles ranging from futuristic designs such as the Sqaurex timepiece with rotating time-telling discs that are viewed through a window showing quarter of the dial (as seen in this month’s WatchPro magazine, p15) to the very classic grandad-inspired Duke line with simplistic slim dial and snakeskin-effect leather strap.

The brand also presented a selection of new jewellery for both men and women. Jewellery now represents between 30% to 35% of the brand’s business, a figure that it described as steady despite a brief swell in jewellery sales during the recession as silver shoppers traded down to stainless steel. A representative at the brand added that Storm had considered creating a silver line but had been dissuaded by the high precious metal prices.

The recommended retail prices for the range started at about £30 for jewellery and watches were priced on average at between £70 ad £100, apart from the more exclusive Storm Black range of watches that sell for about £225.

Storm said that the bestsellers of the new season’s collections tend to be determined by which pieces it pushes in its advertising campaigns. Two of the products that will feature in ad campaigns this season will be the stainless steel and crystal ball charm Tazer jewellery collection and the Duex line of watches.

It added that its range of watches and jewellery adorned with bows called Bow Charm is a consistent bestseller, as are dog tag necklaces for men. White watches and a line of watches with loose floating Swarovski crystals scattered on the dial called Cavier had also proved popular, Storm added.

As well as jewellery and watches, Storm also presented ranges of bags and a line of perfumes and toiletries.

 

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