Radley in Royal Ascot deal, will launch special collections

By

Sandra Halliday

Published
Jan 23, 2019

Premium bags and accessories brand Radley said Wednesday that it has struck a multi-year deal with Ascot Racecourse that will see the two brands launching an exclusive collection of occasion bags for Royal Ascot and the summer season. The deal was brokered by IMG.

The collection will launch in late April as the late spring/early summer events season starts to get under way and will feature five exclusive designs including shoulder, clutch and cross-body bags in “a vibrant palette of summer hues for the British social season.”

It will be available from Radley’s stores across the UK and internationally, as well as online, and will also be sold on-site at Royal Ascot in the flagship Ascot Shop that’s managed by IMG.

We’re told the new collection will reflect “the sartorial elegance, traditional touches and British heritage” of Royal Ascot, alongside “the quality and craftsmanship” of the Radley brand.

Ascot has been extremely active in leveraging its global awareness to create commercial product in recent years and Juliet Slot, Commercial Director, said of the new deal: “While racing is at the heart of Ascot, the fashion component is fundamental for us and our customers. It is part of the day that helps create the sense of occasion that our customers feel is so strongly associated with Royal Ascot. Radley London shares so many of our own values when it comes to quality and innovation.”

And Radley’s Chief Brand Officer Julia Darlington said it’s a “perfect” partnership for the brand as its celebrates “all that is truly great about the British Summer.”

IMG’s Senior Licensing Director Tim Smith added that Royal Ascot’s status as “a major fashion event in its own right” was key for the collaboration.

And there’s no denying that any association with Royal Ascot is a big marketing plus for a brand. The event, which happens over five days in June, attracts a worldwide audience on TV and has heavy visitor traffic on the site itself, with a high percentage of fashion-focused female consumers attending in particular.