All language subtitles for RETAIL CONNECT_ROLLAGAS_COMMERCIAL FOCUS_English2

Giulia, thank you for joining us.

It's great to have you here,
as merchandising manager for accessories.

To really get your insights into the more
sort of commercial focus, I suppose.

So the Rollagas collection is very unique.

I think it stands out really
well against the overall leather offer

we have at dunhill.

So I just wondered
could you tell us a little bit more

about the strategy behind the investment
in the pieces that you've made?

Yeah, absolutely, thanks Gyles.

So Rollagas is one of two key pillars
that we're introducing in leather goods.

The second one will follow in late SS23.

Right

And as you said, it has a very,

very distinctive language and set of codes

Yep

and very important to remember.

It's a pillar
that we want to continue long term.

So it will become part exactly

of our permanent offer

Yep

And within the Rollagas pillar, actually.

And you see it represented
really well here.

Yeah

We have the more elevated pieces

Yep

represented by the Rollagas Lock clip.

Yep

And this is more the really, really

beautiful pieces with the quilted leather,
the very distinctive Lock Clip.

Yep

And you will see here in particular
the backpack, which is our hero piece.

I love this piece.

Yeah, it's really beautiful.

So we use this piece
extensively in marketing.

We've really pushed it and it's out hero
piece for the whole collection.

Yep

But in addition to Lock Clip,
which is more of the elevated offer,

we also have a core offer
which we're expecting

the majority of the volume to be driven
on

Yep

which is our Rollagas.

Yep, yeah

And so in terms of investment
being Rollagas a key pillar

and a long term permanent pillar
within our leather goods range,

we invested very heavily
on the whole Rollagas pillar.

Yep

Obviously the majority of the investment

has gone on the core collection
of the Rollagas embossed leather.

Yep

But being the Rollagas
Lock Clip, was very important

from a marketing point
of view

Yep

communication point of view.

Yep

We also invested well into these pieces.

Yep

So I think it's these
pieces are going to really drive the sales.

Exactly! Yes, absolutely.

And they look fantastic.

I think it's something that our sales advisors can really get behind as well.

It's great storytelling!

It is great.

There's a really good story.

And actually, like you said, that
kind of the stand out, the stand out piece

works really well for the marketing
as well and hopefully will draw people in.

You know,

and you know, these commercial pieces,
I think a lot of the sales are going to be

coming from.

Yeah, definitely.

So as you said, this kind of Rollagas
Lock Clip, we expect it to really create

desirability, generate interest and buzz,
and then we know a lot of customers

will be drawn in by this beautiful piece

Yep

but maybe then they will also be

really attracted by the more kind of core,
versatile

Yep

super functional

and slightly lower price
point pieces of the Rollagas embossed.

Exactly! Yeah, brilliant, thank you.

There is a great selection of pieces
in the collection.

Can you explain a little bit
about why each of these styles was chosen?

Yeah, absolutely.

So within

Rollagas first of all, I should say that
all of the shapes we selected

because we felt they were really well
aligned in the spirit of the collection,

so very masculine
but still functional, versatile pieces

which are well suited
to a kind of metropolitan city lifestyle.

Yeah

Within the Rollagas collection
so the embossed leather

we selected four LLG shapes,
so you can see them here, three crossbody's

Mmm hmm

starting with iconic Top Handle bag

Yep

and then moving onto

the Small Flap Messenger
and the little West End

Sure

Bag

Those are the three crossbody's
as you can see,

they're all pretty different
from each other.

Different price points, different
occasions of use, different dimensions.

We selected these
because we've seen them perform really,

really well and have been very successful
in other collections.

Yeah

And of course,
we know that other competitors have them

and they work super well.

And in addition to that, because we still
have request for a more business, formal

occasional shape,
we also have a single document case.

Yeah

Always a best seller!

Exactly, yes, exactly.

Always a best seller.

But we've seen really,
really great traction on the crossbody's.

Right!

So for example, the Top Handle bag
we've seen incredible reaction

from customers,
so it's really great to see.

Yeah

And then

if we move onto an LLG for the Rollagas
Lock Clip.

Right

So this being the more elevated,
the more desirability driving collection

within the Rollagas pillar,
we went for two shapes,

more casual-smart shapes
with a contemporary mood.

Yep

So you see here the beautiful backpack

Love it!

which we say is

the hero piece, is very, very nice. Yes.

Yeah

And the flat messenger

Yeah

So more kind of casual
to create that kind of

strong buzz and generate interest.

And then if we finish off SLG, we mustn't
forget about SLG's

Exactly, of course!

And so within SLG,
the selection of the shapes,

were really driven
by what performs in our stores.

Yeah

So we think it's a strong selection

of coat wallets,
compact wallets and card cases.

Yeah

So you can have all functionalities

Yeah

Respond to different
needs in terms of price point

Yeah

In terms of occasion of use and so on.

Yeah, it's great!

And actually know what I like,
is the two colours as well.

Yes!

And actually kind of starting
off the collection with the two colours,

Is that something a little bit kind of different?

Yes, yes, exactly.

So obviously, the black will always be
a core best selling colourway,

but sometimes just black alone on display
can look quite dark and not as enticing,

not as eye catching.

Yeah

So we're really, really happy
of how this grey colourway turned out.

Yeah

And you probably pointed out before,
but we're really, really

happy with

the black contrast detailing the edge
paint

The edge paint painting! Yeah

It gives us a bit more of a masculine

feel, but it's still quite nice and eye
catching on the display.

I think it works pretty well, so this is
really exciting for AW22, what's next?

Is there something else
coming for spring summer 23.

That absolutely is Gyles,
So for SS23, actually, because we said

this is a permanent collection, it's
something we want to continue working on.

We've already worked on additional shapes,
so you will see them here.

We have the North-South tote
and then we also have the Belt bag.

Fantastic!

So both of them are super functional,
good price points, really interesting

Yeah

and can adapt
to different occasions of use.

Yeah

And they really extend the collection
and work well with the existing pieces.

Exactly

Yeah

And as you can see, we're really focused
on more casual shapes.

Yeah

for this collection, as we feel

they are more aligned
to the spirit of the collection.

Yeah

And we've seen as well in competition
that all of the men's

competition brands are moving more towards
those casual, smart-casual shapes.

Yep

So we think that Rollagas is the perfect
collection to tap into that trend.

Well, thank you very much, really great
insights and thank you for coming along.

It was a pleasure.

Thank you

Miriam, thank you very much for joining us,
as the merchandising manager for menswear.

We really looking forward to your insights
into the more commercial side

of the collection.

Now Rollagas of course, is a key
part of the of the collection this season.

I just wondered whether you

will be able to tell us a little bit more
about the buy strategy behind the pieces?

Yeah, of course.

So as previously mentioned with Lesa,

we brief every season
with more kind of indication

on brand identifiers, which is where,
you know, where our brand or product

can be eaisly identified,
especially on outerwear.

Yeah

It's very easy through the branding,
through the details.

So with Rollagas, we did feel like
it really embraced our heritage

and our brand aesthetic and identity,

taking items from the archive
and reusing it in a certain way.

So in terms of the buy strategy,
we really want to embrace that.

So we wanted to go in strong
with the whole group

and have a solid representation
globally of the whole group.

It links seamlessly
between product categories as well.

So outerwear, knitwear
and you have seen accessories.

Yeah

So buying all of those globally
and make sure

that they are represented in stores

and that it also obviously
allows for natural cross-selling

between the categories as well.

Very easy to kind of build products
to build that look up.

Yeah

So on top of that,

with strong storytelling behind it,
we wanted to build desirability.

So very much highlighting
star products within the groups

and then with the strong storytelling,
it would kind of build on that

and ensure that we are kind of

building the group out and desirability
in terms of all of our customers

and getting them to be more interested.

Yeah. Exactly.

I think for me
actually the whole storytelling

element is a really key thing.

I think what's been very successful
about this collection is that strong story

that sits behind everything we've seen
that's in leather as well,

and then in menswear pieces,
that very strong identification

and the ability

to tell the story and like you said,
being able to mix and match and cross-sell

Yeah, it's really it's amazing
that we could actually take something

that was a very much
an archive piece.

Yeah

An interesting dunhill unique piece,

Yeah

and actually be able to

use that across leather goods
and then also outerwear and knitwear

and you know, actually RTW
which is usually a hard thing to do,

Yeah, yeah

but we've managed to kind of seamlessly
link it all together

Yeah

and it will allow easily for a natural
cross-selling in stores with customers.

You kind of build the whole

look with it and it doesn't have to be
just the outerwear, it can just be like,

you know, underpinnings, like shirts
as well with the leather goods.

So it's a really nice way that we kind
of embraced it, which is great.

Fantastic, thank you very much.

So we've got a few selection of
of pieces here.

So I'm just interested to find out
what makes the options for this season

differ
from what we've seen in previous seasons.

Okay

So in terms of quilting,

I mean quilting is not a new technique
for us, we've use it season on season.

However, this season
we have adapted it and evolved it to link

more back more to our heritage,
which is obviously the Rollagas lighter.

So we think we feel it's more relevant
to the brand, now.

On top of that,

we've obviously selected
a diverse range of products as well

Hmm

to make sure
that we're providing solutions

for all price points,
categories, aesthetics.

Yeah

So you've got a range of lengths,
you've got a range of fabrications,

Right

you've got a range of different details.

So for example, kind of blousons,
obviously are more

nylon, kind of a bit more mid to entry
kind of price point.

Yep

You've got really nice details

with the branded snappers
and the T-bar zips, two way zips as well.

And obviously the quilting is very much

the style and linking of the Rollagas,

which is the rectangular shapes
and matching that back.

Yeah

Obvioisly the check shirt as well,
we've got the check panels

which are really nice
and got the contrasting details,

we've got panels on the sides,
which is all using the Rollagas technique.

Yeah

But in different kind of ways and
iterations as more details and contrast.

Yeah

And then also even in the knitwear
you've got kind of knitwear,

blended pieces, kind of more of a knitwear
as an outerwear.

But again, really nice details
with T-Bar puller,

Yeah

two way zips,

a lot more details in there.

What we're trying to do
is obviously build a collection that will

very much

will it would be of interest
to the dunhill man,

which is what we would like to develop
and kind of evolve on and build on

Yeah

season on season.

And we feel like this
really kind of builds into that.

Yeah, perfect.

And what I love actually about the whole
pattern is that you can see it in various

different sort of

dimensions in a way.

Compared,
you know, if you look at those two here

For sure

and also in the shirt as well,
I think that adds a lot of interest.

Yeah, we definitely played a lot
with proportions as well actually.

So you'll see an even on the gilets and
the blousons are kind of more matching.

You go different colourways,

but then on the slightly longer pieces,
the quilting is slightly larger,

so proportions are kind of changing
depending on the piece.

Yeah

And obviously with the shirt
we've actually mix and match,

which is quite nice.

So it doesn't have to be to kind of
in your face I guess.

Yeah, exactly.

It's a subtle in certain areas.

Yeah

And definitely builds into the dunhill
aesthetic and the brand we're kind of

wanting to build on and wanting to go to.

I think gives you that versatility
as well to be able to develop

pieces in the future as well,

knowing that you can play
with those different dimensions.

Yes, this is definitely something
that we want to continue on.

Yeah

because we definitely feel like it

definitely embraces
our identity and aesthetic, going forward.

It definitely marries style and utility
that is modern and unique

Yeah

and we really feel
that kind of encapsulates the dunhill man.

Yeah

So we want to kind of build on that,
evolve on that season on season.

So you will probably see more pieces
of this kind of idea coming through

next season as well.

Great, looking forward to it.

So Miriam, what type of clients do
you think would be interested

in this collection of pieces?

So the collection is very subtle

and relevant to dunhill,
so I think they would work ideally for

clients who are looking for
masculine, distinctive pieces

Right

that ideally work

for a more of a metropolitan city living,

Yeah

a very active lifestyle,
which is why they're quite

versatile pieces
and will work for that kind of lifestyle.

And then on top of that,

the lightweight construction of them
makes them very easy to layer

and wear with looks, to make full looks,
smart, casual looks.

An they are ideal

for transitional dressing
because of their lightweight construction,

transition in terms of season.

So going from autumn winter
to spring summer, for example,

and even on a day to night basis
going from work to the evening.

Yeah

And then on top of that
I think the very verstatile,

the fact that they've got water
resistant qualities.

they are quite durable products
aswell,

Yeah

so they can be worn obviously
for a long time

and kept for a long time as well
because of their

Yeah

Properties.

Yeah

And then and I mean total I would say

it encapsulates the dunhill man
that we're kind of working towards

and it very much links together

our tradition of modernity and tradition
to create kind of more

if someone is looking for very innovative,
understated designs,

Yeah

this would kind of very much

Yeah

provide a solution.

Yeah, absolutely.

I think it strikes me
that they are very versatile pieces.

It's like you said, you know,
you can really sort of dress them up,

dress them down and layering,
transitional between seasons.

So there really is something
for everybody.

Yeah, definitely.

I mean, you've even got
kind of extra details

where you've got a drop hem on
some of the pieces.

Yeah

We've got obviously pockets
and internal pockets,

you've even got the kind of side openings
and it allows some kind of

breathability aspect as well.

Obviously the water resistant qualities

really helps in terms of outerwear
and especially in London.

Yeah

Yeah

So very, very much adaptable
and versatile pieces to wear, pretty much

if you can all year
round actually.

Exactly

And I think also the nice combination
of different fabrications as well,

which is really shown on this piece
I think, obviously it is a knitwear piece.

But you've said already, is it knitwear,
is it outerwear, it spans

the two doesn't it

Exactly, you have got a nice hood detail.

Actually our knitwear has water
resistant qualities as well

and that's a good

that's a great benefit

but yeah, you've got kind of the subtle

kind of ribbing
which makes it a little more relaxed.

But then you've got kind of this
really nice quilting,

in this kind of a nylon, which adds that
whole outerwear element, which is great.

Yeah, fantastic. Well,
I think it's a great collection.

Thank you very much

Thank you

for sharing your insights
into the commercial side of things.

So thank you very much.

Rollagas really is a key launch for dunhill

and a brand new iconic pillar
within the business.

Now, we've had several layers of training,
and you've received training materials.

We've had posts on Yammer,
we've been doing outfits and styling challenges

and hopefully you've
really got to know the product by now.

In today's session, we've heard
from the key people within the business

and they've given us a real insight
into how the product

and the Rollagas
collection has been created.

We've also seen the marketing campaign
and you'll have seen that

in each of your markets
across various different media outlets.

And so this really backs up the fact
that it's a major focus for dunhill.

Now, so far, sales have been good,

but we really need to take that to the
next level now and so it's over to you.