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Check Sekonda Seksy One – How to sell lots of watches
Sekonda was founded in 1931, is now part of Time Products (UK). Remains the same privately owned business that began as, but has evolved to meet the 6.5% of English watch market (data from GFK 2006). With a market share as it is not surprising that Sekonda is currently the UK's best selling watch brand. More surprising is the fact that the watch brand has remained a favorite of the British since 1988 and in 2006 became the best-selling volume and value. Showing that it is firmly established its position at the top of this industry. The reasons for its success are many and can perhaps be best summed up by its own slogan "Beware of expensive imitations."
History
Sekonda used to Soviet watches imported for sale in Western markets. They are associated with the original production of digital and quartz watches. First clocks supply Russian mechanical and then moving their production to Hong Kong as the technology became the quartz clock mechanism highly desired. The interior of the building for use of innovation has been crucial to its success. In the 1980s a number of fashion houses such as DKNY, Gucci and Guess watches began to produce its way. This marked the beginning of a new era of competition in the watch industry and the questions began to be raised about how to combat the influx of competitors, the main problem was that the market size has not kept pace with the after market share.
Sekonda Solution
The core values that have driven the success Sekonda are price, quality and service. PVP are chosen before product development is complete. This places the emphasis on buyers to reduce material costs, rather than retailers to sell at a higher price. The basic lines of sale between £ 20 and £ 80, eminently more affordable than their counterparts in the fashion house. Strict quality controls have remained firmly in place from the start. Each watch is checked by the hand of any defects which resulted in a yield below 1%, despite selling more than 1.6 million watches a year. Admirable. In addition, both end customers and distributors continually expressed satisfaction with the sales process and customer service.
Brand Revolution
Sekonda have managed to retain its market position not only provide high quality products and service, but the constantly evolving to meet the wishes of its key target market, 25-35 years of age. In recent twenty years has been a change in strategy as fashion now dictates that the style should be quick and disposable. The concept of impulse buying has become not only a bonus for the retailer, but the basic diet. Sekonda decided to develop ranges that you enter into this market and, in 2004 and 2005, respectively, and ranges Seksy One was born.
These two identities now represent 20% of the total sales of Sekonda. Both ranges consist of watches that are individually named, the most famous Seksy Eclipse, which both emulates inclination to name high-fashion items and create a label that is significantly more likely to occur in the consumer's mind an image or product code traditional. women and men aware of the image is suddenly provided with high-fashion style of the street price of a reliable brand. This sales strategy has been a of the most successful of recent years. In essence, the model we have created is actually eminently effective marketing backed by a good quality product at great price. They are ticking all the boxes and it constantly creates a lot of work but allows continuous reassessment and innovation.
Practical Management
One of the essential elements of a fashion brand is a quick turn around of products. The waiting time for a new watch Sekonda is only 3 months so its 'cool hunters' can take advantage of a trend within a relatively short time. They also have releases every six months to facilitate this. This is a logistical nightmare. But thanks to a precise value system based on the prudent use of market research and advertising strategies have a Sekonda of shorter waiting times for delivery in the field of watchmaking. This has become essential in a market in a rapidly changing fashion. Anytime has about 1 million watches in stock, however, aim to sell 600,000-700,000 of this population in a short period. In addition to this also is labeled for individual retail products based on their systems instead of the Sekonda. This also allows a rapid transition to the platform of the store.
Brand Management
The most visible and therefore the most important element of their sales is the representation of the mark. In 2006 they had a marketing budget £ 1.6 million, this figure rose to £ 1.9 million in 2007. A significant outlay that has produced impressive results. This budget is partly spent on advertising in traditional journals, including the functions of heat, all right, closer, Nuts and Zoo. But they have adopted new realms of advertising. Noting the prevalence of celebrity culture that the media has aligned its brand with a lot of celebrities profile; latest Girls Aloud Take That and Ozzy Jack. They have also sponsored television shows with audience figures provided, such as the 2008 X-Factor. One of the most notable this has taken the distinctive idents placed in commercial breaks, including a number to text to your nearest dealer Sekonda. During the program "A hearing with Take That 'which received 1500 texts, the highest number ever recorded for this type of advertising. Leaving aside for a moment the exposure brand value of the ads provide, Sekonda have managed to turn the TV advertising on sales. The effect of his campaign has filtered down to the right through sales network. It is rare that a client requests a specific clock encountered through any advertising campaign. The retailer that I work for has received a number unprecedented research Seksy One look and it is based exclusively on the impact of television campaigns.
The future
Sekonda have entered the travel market retail and direct sales opportunities has the added benefit of brand exposure. Customers with sufficient capital for travel are a captive audience for the duration of flights. They are very likely to browse the in-flight magazine products are displayed in even if you buy anything. Other companies have been keen to capitalize on the success of Sekonda. Sekonda Virgin flights that run advertisements on the back cover of the summer edition of its magazine. Sekonda now selling their clocks in a number of airlines have branded stores in major airports and are completing a series of agreements to place stores in the popular Kingdom Kingdom tourist destinations and in expatriate communities in Dubai, Spain, Sharm el Sheikh and South Africa. Currently consumers in the United Kingdom represent approximately half of all sales of Sekonda.
About the Author
Amy works as part of the customer service team at Find Watches helping customers in both the shop and online store find the perfect watch. You can find Amy, and the rest of the Find Watches team at http://www.findwatches.co.uk
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