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The royal pear... not a tough nut to crack for merchandisers
Mike Tattersall knows a marketing opportunity when he sees one. In the hours after Prince William announced he was to marry his long-term girlfriend Kate Middleton, bridal experts were called on to talk about a ceremony no-one knew the details of and the likely candidates on a still unconfirmed guest list.
Mike wasn't concerned with such trivialities. He was in the kitchen wondering how a Royal wedding could help boost sales. By the end of the evening, the owner of Leeds-based Indie Ices was congratulating himself on a job well done. He had just devised a new Royal wedding pear and nut ice-cream. The flavours, he said, were meant to reflect royal qualities.
"Like William and Kate, pear and nut are a natural couple, classy and restrained," said Mike, who has form when it comes to this sort of thing. Earlier this year he launched a range of General Election ice-creams.
"It would suit my business if it was a summer wedding and, with Kate's family originally from Leeds, who knows if it word gets back it may even get served with dessert."
Wishful thinking perhaps, but it's hard not at admire the front of Indi Ices. The last two years has delivered a succession of bad news for business and, with uncertain times ahead, cashing in on any opportunity has to be worth a go.
According to figures released by Kelkoo, the up coming nuptials could be a much needed shot in the arm for many firms. The retail researchers have estimated sales of souvenirs and memorabilia will generate 222.3m.
Naff they may be, but when it comes to commemorating the Royal wedding, between us we are expected to buy three million mugs, five million commemorative coins and replica jewellery estimated at 10m.
"Taking into consideration sales of food and drink as well as a rise in tourism, we expect the Royal wedding to boost retail sales in the UK by 516m," said Joe Cross, brand manager at Kelkoo. "At a time when the headlines seem to be dominated by bad news, businesses are rightly seizing the opportunity to celebrate something positive. There are many challenges ahead for retailers in 2011, so the wedding of William and Kate will undoubtedly provide some welcome relief."
If Indie Ices is on the small scale end of the merchandise operation, Asda, which has its headquarters in Leeds, was the first major supermarket to secure its place on the memorabilia bandwagon. Its commemorative mugs, made by Sheffield firm Marvel, were released online on the day of the announcement and were in most stores by the following morning, costing 5.
The retailer has said it predicts the same sort of hysteria from the British public that greeted news of Charles's engagement to Diana in 1981 and the mugs will no doubt soon by joined by a range of other souvenirs.
"Royal crockery is a good British tradition," said an Asda spokesman. "We have already had hundreds of requests from customers. Kate and Wills are the nations sweethearts and nothing says congratulations like a face on a mug."
If past Royal events tell us anything, it's that the British have an insatiable appetite for commemorative tea towels, thimbles and plates. Add in overseas sales, and the next six months look set to be
bumper ones for souvenir manufacturers.
"The impact of the wedding will not just be limited to domestic spending," added a Kelkoo spokesman. "An additional 320,000 overseas visitors are expected to travel to the UK especially for the Royal wedding, boosting retail spending by 56.7m.
"The real difference this time is how much money will be spent buying souvenirs online. We predict internet sales will account for almost 60 per cent of purchases by overseas customers and that could provide a real opportunity for businesses."
Manufacturers up and down the country are now in a race to produce the must-have Royal wedding souvenir, but jumping the gun too early can have its downsides.
When Prince Charles had to postpone his marriage to Camilla Parker Bowles when the original date clashed with the funeral of Pope John Paul II's funeral, tea towel manufacturers and decorative plate designers were sent into a cold sweat.
The last minute change left many companies with no time
to produce replacements and even those most ardent Royalists tend to demand their commemorative plates at least have the right date.
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Saturday 26 May 2012
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