Brand continues to remain relevant to “tastemakers” around the world, says ceo.
Smiley enjoyed solid success within the apparel and back to school sectors in 2018, and it is looking to continue its healthy growth curve throughout 2019.
One of the key contributors to the quarterly growth has been SmileyWorld’s recent TV and YouTube advertising campaign, which incorporates a network of superstar kids influencers from across Europe.
The campaign – which tested well in France during August and September 2018 – had a halo effect on all back to school sales, with quantitative surveys conducted before and after showing a +14 point increase in brand awareness and purchase intent for Smiley’s kids products.
The success had an impact on back to school programmes at Auchan, Casino, La Halle, Leclerc and Systeme U which were all sold out at 95% of the ranges, while Orchestra enjoyed +100% year to date growth for its Q3 collections.
With the TV, YouTube and Influencers campaign set to roll out in Belgium, France, Germany, Italy, Nordics, Spain and Netherlands in the coming year and a reach of 20 million kids aged 3-12 years through 12,000 TV spots, similar growth in these categories is expected throughout 2019.
Meanwhile, sales for Smiley with leading high street fashion retailers show no signs of slowing, with Global Brands Group reporting growth of 299% across a variety of its entities including Sicem, Fashion Lab and TV Mania.
Meanwhile, Fashion UK has enjoyed another strong quarter results thanks to collections launched through C&A and Primark. Finally Q3 launches with La Halle, Lefties, Mango & Zara followed on the heels of collections with C&A, Orchestra and Reserved continues to boost volume sales across Europe.
Smiley’s successful partnership with Lee Jeans also goes from strength to strength, driving sales globally with Lee extending the deal across multiple territories last year.
A new 130th anniversary Lee Jeans collection with Smiley is already in the pipeline for 2019.
“More retailers are recognising the opportunities to work hand-in-hand with Smiley to design targeted best-selling collections,” said Nicolas Loufrani, ceo of The Smiley Company. “While leading high street fashion chains continue to look to Smiley, not just for our authentic position, but also because our collaborations with fashion forward brands, including Ami Paris, ChinaTown Market and Moschino that keep the brand relevant to tastemakers around the world.”
Want to read more news like this? Simply sign up to our daily digest by clicking here. You can also follow @LicensingSource on Twitter.
