Have you noticed the sleek, black, leather watches people have been raving about? Or possibly the blue, white, and red NATO stripes? The chocolate brown with rose gold accents? Well if you haven’t, you’re missing out on the latest “arm candy” that has been recently introduced to the market: Daniel Wellington watches. Originating from the British Isles in 2011, they’ve suddenly begun to flourish in sales within the past year. Not only are they popular in women’s fashion, but they are also included in many men’s fashion blogs or magazines such as GQ.
With a timeless yet modern design, the prices are far more affordable than their competitors such as Michael Kors, Marc Jacobs, Seiko, or Citizen. Although they are a fairly new company, they do have clever marketing tactics and know how to utilize the power of social media. Daniel Wellington Watches targets a specific group on the internet: fashion bloggers and fashion account holders on Instagram. The company sends them a complimentary watch along with a promotion code in exchange for a featured post. Genius. Not only is that inexpensive, but it is extremely productive.
Although their sales are growing exponentially, the company does need to take certain things into consideration if they want this growth to continue. Although they have expanded to many parts of North America, Europe, and Australia, they should consider expanding to countries in Asia like Japan because they are highly credited in the fashion industry. Although advertising on social media has increased their company popularity, it needs to expand on a higher, editorial level. It would be beneficial to advertise in editorial magazines such as Vogue or be featured on runways to expand their demographic and build their reputation. Another interesting way to market would be aiming towards couples considering they produce male and female models.
Keep an eye out Michael Kors! Your bulky steel watches could be slowly replaced with the new, sleek Daniel Wellington watch.