• Alison Farrington

Bally looks to Swiss heritage for Sanya pop-up

The store showcased the brand’s Autumn/Winter 2019 campaign, ‘Journey to Switzerland’

As part of its global travel retail expansion strategy, Bally has tested a new ‘storytelling’ pop-up concept in downtown destination, Haitang Bay, Sanya that launched for Golden Week in October.

Highlighting the Swiss luxury goods firm’s investment in pop-up concepts, CEO Nicolas Girotto said the retail space was inspired by Bally’s rich heritage and showcased the brand’s Autumn/Winter 2019 campaign, ‘Journey to Switzerland’, that was designed to “deliver a strong brand message throughout Golden Week in October” he said.

Alongside its key travel retail developments in Asia and Europe, Bally has increased its focus on exclusive capsule collections, in order to deliver special products to its global customer base and to reinforce the travel retail channel as a special shopping destination.

Bally’s new High Point men’s collection was showcased in the Sanya pop-up:

The High Point line of men’s carryalls targets international travellers and is characterised by an updated Bally Stripe in bold webbing and accented by a Bally logo tape.

Made from a durable micro-grain leather in standard black to seasonal colours including Royal Blue and Slate Gray, the leather is designed to be scratch-resistant. Each bag is marked by a new webbed red and cream Bally Stripe, a traditional signifier of the brand. An added fashion component is a contrasting-colour stitched Bally logo detail tape accenting each bags zipper opening. Zipper pulls in pop colours are decorated with corded leather knotted loops. A square leather Bally Switzerland patch adorns each style in the collection.

Boasting several key styles with a bag for every traveller’s need, the Harper backpack grounds the group which features an additional exterior pouch and includes an interior laptop-compartment. The Harvey cross-body bag plays upon Bally’s easy-to-wear double pouch cross-body, a key men’s bag style. The Hazard is a barrel-style duffle bag that can be worn as a backpack or carried on the shoulder. The trendy Hakab is a bum bag for ample practicality. The line also includes a sling bag, messenger bag, business bag, clutch and tote. Distinguishing features across this collection are functional interior storage pockets, adjustable straps, padded PC compartments and trolley passes to aid with travel and transfers.

https://www.dfnionline.com/regions/asia-pacific/bally-looks-swiss-heritage-sanya-pop-06-11-2019/

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