OUR VISION OUR MISSION. Radley aspires to be the leading premium British accessories brand at home and abroad.

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1 Our Brand Essence

2 OUR STORY Radley was born in the heart of London in 1998, with a mantra of making bags for women to fall in love with. With its roots in vibrant Camden Market, the brand has evolved into a British icon of affordable luxury. Mixing creative design, quality materials and immaculate craftsmanship the brand has grown into a leader in the premium accessories market with over 20 UK retail stores, an award winning website and a growing international presence. The signature Scottish Terrier is central to this heritage and was inspired by the founder s love of dogs. This symbol of authenticity and quality still stamps all our products and just like our designs he stands the test of time and grows and develops with us. Our products have an aspirational mix of style, attention to detail and desirability that makes you want to touch them and take them home. We look to global fashion and lifestyle trends for inspiration when designing collections, but we are not a slave to fashion. We pride ourselves on making life easy, designing solutions for every occasion while still making you look and feel fabulous. 2 3

3 OUR VISION Radley aspires to be the leading premium British accessories brand at home and abroad. OUR MISSION With a focus on affordable luxury and a commitment to quality and craftsmanship we are devoted to making things to fall in love with. 4 5

4 OUR VALUES The Radley brand is defined by 3 unique values that differentiate us from the competition. Every collection, every design and everything that Radley and its employees do must be in keeping with these values. These values are the heart of the brand, and must go hand in hand with our vision and mission. ASPIRATIONAL Stylish Desirable Innovative AUTHENTIC Consistent Honest Accessible CREATIVE Unique Colourful Playful 6 7

5 OUR MARKET POSITIONING The UK leather hand bag and accessories market is one of the most exciting in the world and as a result is highly competitive. Therefore we must consider all accessory brands to be competitors: from department stores through to luxury labels. This graphical representation highlights our main competition in the leather handbag market on scales of average price and aspiration*. The Radley positioning centres firmly around affordable luxury with average leather handbag prices at However as a bridge brand we also offer entry price leather and fabric ranges under 100 and exclusives leather styles over 250. *by aspiration we mean how much our target customer would desire and want to show off different handbag brands. High Price Point 700+ Louis Vuitton Chanel Mulberry RADLEY POSITIONING: LEATHER HANDBAG MARKET 2012 MARC by Marc Jacobs McQ for McQueen Coach Michael Kors Longchamp Furla Osprey Coccinelle Aspinal DKNY Low Aspiration High Aspiration Fossil Kipling Department Store Designers & Own Brands Low Price Point 0 8 9

6 OUR CUSTOMER We have an extremely loyal customer base, who have been shopping and enjoying the Radley brand for many years. These customers are our biggest advocates and we live to engage and excite them, whilst attracting new people to our brand. OUR CUSTOMER IS... Fashion aware Stylish Confident Sociable & Fun Creative Concerned about the environment Her greatest loves are her family, friends and home. She appreciates quality, unique design, practicality and value for money. She enjoys keeping up to date on trends through the media, loves to shop and always wants to look and feel fabulous. We have a wide range of customers and at Radley we believe that fashion is about attitude not age

7 OUR PRODUCT To reflect our premium positioning we pride ourselves on using the highest quality materials and the absolute best practice when crafting our beautiful bags. We treat our factories as an extension of our brand, ensuring that every product is perfectly constructed and consistent. Our signature butter-soft leather stands the test of time while our statement hardware ensures a premium finish on all our hand crafted accessories. We also have a playful side and love to experiment with colour, print and our iconic Scottish Terrier. No product would be a true Radley without the dog s stamp of authenticity and quality. Quality, craftsmanship and attention to detail are at the heart of every Radley product. We have a dedicated in-house design team who are always searching for inspiration. They are obsessed with intricate detailing and functionality, passionate about fashion and always put the customer s needs first

8 OUR RANGE With a heritage in handbags, our wide range gives the customer the choice she desires. Iconic styles that have become synonymous with the brand include the functional Pocket Bag that sells over 50,000 every year, and the sophisticated Grosvenor which has become a favourite with both our customers and the fashion press. Over the years we have expanded our seasonal offering to include purses, shoes, scarves, hats, sunglasses, luggage and most recently launched the Radley Time and Radley Man collection. MAN LAURA BAILEY Grosvenor Satchel stores nationwide radley.co.uk Grosvenor Satc hel LAURA BAILEY The Pocket Bag stores nationwide radley.co.uk The Poc ket Bag 14 15

9 OUR ENVIRONMENT Radley has over 20 stores across all major UK cities and is sold in more than 500 department stores and independent retailers in the UK and Internationally. We also have a successful, award winning ecommerce website that services the UK, US and 45 countries around the world. We strive to make all our points of sale welcoming and exciting, ensuring our customers have an experience that is both personal and inspiring. Through the use of imagery, visual merchandising and signage we deliver impactful displays and clarity of product offering

10 OUR SERVICE We endeavour to offer a service that is second to none. Our staff are knowledgeable about our products and live to share our passion for the Radley brand with our customers. Our teams ensure that our customers receive the right level of help and assistance across all our channels

11 OUR CULTURE Our culture is positive, ambitious and focussed and our teams are creative and have pride in the brand. We create a rewarding and fun working environment that builds loyalty and passion

12 OUR COMMUNICATIONS We increase the awareness and the image of our brand to our customers and the fashion industry through... OUR MARKETING: Brand ambassador Local marketing / events Directional imagery marketing Impactful advertising Social media / blog Graphics / Packaging 3rd party relationships Tactical promotions Charity Char it y Projects LAURA BAILEY Grosvenor Satchel stores nationwide radley.co.uk Promotions 22 National Magazine Adver ts Social Media Impactful Adver tising 3rd Par t y Relationships 23

13 OUR PR We hold seasonal Press Launches to showcase the Radley collection to the fashion press including the monthly glossies, national newspapers and new media channels. This helps us achieve high levels of endorsed product placement across all media and keeps our brand in front of the eyes of our target customer. We also endeavour to place our products with fashion opinion formers and celebrities. Spr ing /Summer 2012 Press Launc h Radley are also proud to be official patrons of London Fashion Week, supporting young British talent. Gossip Gir l S t ylis t 24 Grazia 25

14 OUR FUTURE We are working on many new and exciting projects that will build upon the brands premium positioning and further differentiate us from the competition. We will be investing in our stores and online environment, new product developments, and exciting marketing initiatives. To fulfil our vision to be a global lifestyle brand we continually seek out new channels to market both within the UK and Internationally. Including our first steps into the exciting markets of Japan and China

15 CLOSE We hope this brand essence guide has inspired you and made you even more passionate about the Radley brand. We hope it has given you all the knowledge and the confidence you need to effectively communicate what makes us who we are and what makes us different. Enjoy spreading the Radley word Love Radley 28 29

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