Festive special: Inside Crabtree & Evelyn this Christmas

Think of Christmas, think of Crabtree. Here the brand discusses just how important this period is to business

Isabelle Régis, Global Chief Marketing Officer at Crabtree & Evelyn, talks about the busy festive period, why it's at the centre of the brand's DNA and how it can translate in all markets...

How busy is Christmas for Crabtree & Evelyn?
Christmas is an extremely busy period for us, as we are known for our selection of gifts, which feature new and vibrant designs each year. We anticipate a significant uplift in sales, as each year we have a strong seasonal product line-up with gifts to suit every customer.

When does Crabtree & Evelyn start planning for the Christmas retail period?
A minimum of 12 months ahead: we’re already working on Christmas 2016.

What new marketing techniques has Crabtree & Evelyn used for Christmas 2015?
This year we have developed a fun advent app, which enables customers to visit us every day to discover festive treats. We have also opened three new pop-up stores in and around London ahead of the festive season so customers can enjoy our Crabtree & Evelyn Made with Magic seasonal collection.

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