What's new in Marketing


Marketing doesn't stand still. Everything I ever learnt formally studying marketing is pretty much obsolete now, so I'm continually keeping up to date with new developments. This blog is a mix of what I'm doing with clients and a digest of new directions and tactics in Marketing - with the occasional rant thrown in for good measure. I hope you find this useful. Di. 


Carradice launch City Classics range to great acclaim

Posted by Di on Wednesday, October 27, 2010 Under: New Product Development

Carradice growth continues unabated. The original British bike bag company is now the brand of choice for all retro-loving cycle commuters.

The key trend identified at Cycle Show 2009 was the need for smart cyclist commuter bags. Their current range included several bags aimed at that sector, with the emphasis on functionality. So the last year was spent designing and road-testing prototypes. The finished result was launched at Cycle Show 2010 in October to fantastic acclaim. David and the team were bowled over by the response, but it's the attention to detail that gives Carradice such an edge.

All the bags in the City Classics range are designed to be tough enough for every day city commuting and yet elegantly styled to take into the boardroom. All products in this collection are made from 100% waterproof cotton duck the original performance fabric with self-sealing seams – teamed with luxury linings, die-cast metal buckles and fixings, cotton webbing shoulder straps and rich chestnut saddle-quality leather straps and wear-patches.

Kelbrook Satchel attracted oodles of attention, from the press and public alike. It has timeless styling and all the functionality a cyclist needs for the office including a padded laptop insert, internal and external pockets and is lined throughout. The luxurious leather and cotton webbing across-the-body shoulder strap has an added anti-sway strap to keep the bag in position, which can be used for either shoulder and neatly clips away when not in use.

Managing Director, David Chadwick said: “There is a huge growth in cycle to work commuting – especially in cities like London – and our customers tell us they want bags that are practical for commuting, but look good in the office and boardroom. It’s vitally important to us that all Carradice bags keep looking good for years, not just out of the package. The leather we have sourced is used for horse-riding saddles and the cotton webbing is also used by the military. Coupled with our bomb-proof cotton duck, which has certainly stood the test of time, we believe our new City Classics will keep their good looks when used every day. We are passionate about creating the right bag for the job."

I have been working closely with David for many years on Marketing Strategy, Branding and New Product Development. I handle their PR, writing all press releases and managing social media marketing.

In : New Product Development 

Tags: carradice pr "press release" "social media marketing" "new product development" npd