11/12/2008 - When Fope, Italy’s leading 18ct gold jewellery brand, committed a significant marketing budget to the U.K. and Ireland market at the beginning of 2008, the economic downturn had already begun. “ Whilst the lack of credit and a reduction in disposable income are damaging the sales of certain products, this is not the case for FOPE “ reports Head of Marketing, Keith Dixon.

FOPE’s investment in driving consumers to their retail jeweller network has worked and year-on-year sales at the end of October are 14% up by revenue which would have been significantly higher had there not been a revaluation since January 08 of the pound against the Euro” said John Coupland, Managing Director of Saunders & Shepherd who have distributed the FOPE products since 2000.

Dixon continues “During 2008, FOPE has continued with its “Retailer of the Year” award that in previous years has been won by Mallory of Bath and Weirs of Dublin. The 2008 competition is being eagerly contested with fifteen FOPE retailers in with a chance of winning this coveted title. We launched FOPE’s website www.fopeuk.com which is designed to appeal to both consumers and retailers. FOPE retailers are able to access a “trade only” area that amongst many interesting topics includes 4 training video clips that can be used to train staff at any time, day or night.
Our “Italian Passion” prizedraw to win a FLEX*IT bracelet generated a tremendous response from potential FOPE wearers and this has created a significant database which will share with our retailers as “potential purchasers”

At all times, regardless of how the economy looks, responsible manufacturers must support their retailers to maximize sales of their products, we cannot just “sell-in”. Consumers need to be made aware of FOPE’s products and where they can be purchased.

I am proud to see the FOPE brand advertised in the prestigious women’s monthly glossy magazines of TATLER and HARPER’S BAZAAR in December. On the newsstands in November our presence will certainly raise the profile of FOPE at a critical time of the year for sales”

Profile Page
News Page