Moodie Davitt Video View: Gloria Dix on personalisation and the power of exploration : The Moodie Davitt Report

Oct 28, 2023

FRANCE. In our new video series ‘Moodie Davitt Video View’, we bring you exclusive on-the-ground coverage from the most innovative brands in travel retail straight from the industry’s most important events.

In this edition, The Moodie Davitt Report Brands Director Hannah Tan-Gillies catches up with Victorinox Head Global Travel Retail & Fragrances Sales Gloria Dix to discuss the company’s new offerings and innovation pipeline. They also talked about Victorinox’s expansion plans in travel retail.

The Swiss lifestyle brand had a striking presence at the show and showcased its Travel Gear, watches, Swiss Army Knives and fragrances – highlighting its strength as a multi-category brand.

According to Dix, Victorinox marked its busiest TFWA World Exhibition experience in Cannes this year, which bodes well for the company’s business prospects in the channel.

The Victorinox travel retail team are pictured wearing the I.N.O.X. Chrono watch at the TFWA World Exhibition in Cannes {Image courtesy of Gloria Dix}

Giving her insights into the recovery of the Victorinox business, Dix said: “We have actually had the most meetings ever this year in our history in Cannes. The potential is there and we have a lot of prospects. We are tapping into a new channel, the cruise business, where we have big plans in terms of expansion and innovation. Everything is optimistic.”

I.N.O.X Chrono pieces can be customised with interchangeable straps made of paracord, rubber, leather and wood

The brand highlighted its I.N.O.X. Chrono watch collection, which is designed with geometric shapes and curves. Notably, the watches feature reworked bezel which look like they were ‘carved’ with a pocketknife. The watches integrate the Alox pattern – a well-known feature of the Victorinox pocketknife scales.

The brand also promoted Quartz, the newest scent in its Signature fragrance collection. Quartz is a masculine scent inspired by shards of light piercing the geometric form of crystal stone.

Victorinox also showcased its Travel Gear range and introduced colours that “complement the sophisticated style of a business traveller”, Dix said. She also highlighted Victorinox’s personalisation services.

Victorinox is running a pop-up concept in Geneva Airport, which gives shoppers the option to personalise their Swiss Army Knives or Travel Gear purchases

Victorinox Head Global Travel Retail & Fragrances Sales Gloria Dix and The Moodie Davitt Report Brands Director Hannah Tan-Gillies

The company recently unveiled a personalisation pop-up concept at Geneva Airport with Lagardère Travel Retail. The pop-up offers a complimentary engraving service, which enables shoppers to personalise their Swiss Army Knives or Travel Gear purchases. The pop-up also includes a fragrance discovery bar, which offers an immersive and bespoke olfactive discovery journey.

According to Dix, one of the biggest trends influencing the fashion, accessories, watches and jewellery category is personalisation. She said: “One of the biggest trends influencing our category in travel retail is a focus on the individual. As a brand, we have a lot to offer. For example, all our travel gear features a blade on the side so we’re able to personalise.

“On our watches, we can personalise the strap and travellers can choose from rubber, stainless steel or leather materials. Travellers can adapt the watch depending on whether they want to have a more business look or something more casual or sporty. They can also personalise our fragrance bottles with engraving.”

Dix said that Victorinox plans to highlight all these customisable products through a series of high-profile promotions next year.

Offering a final message to the industry, Dix said: “From the presentations that we have heard to the vibrancy that we can see in our booth, what really stands out is the power of exploration. This is true for new brands and even bigger brands in the channel, as travellers are constantly looking for newness. Victorinox is the perfect brand to address this because we deliver newness in Travel Gear, watches and fragrances.” ✈

“Style and strength” – Victorinox cast the spotlight on its new timepiece in Cannes

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