Radley Handbags: From rags to riches

Radley + Co was set ambitious growth targets when it was acquired by a private equity firm in 2006. This paper demonstrates how the integrated campaign 'Truly, Radley, Deeply' created a large impact on a small budget. The strategy was to increase awareness of the bags, improve their image and desirability, while staying true to the brand's identity. Within a year it became the nation's favourite handbag designer, even trouncing high-end brands, and tripled the value of the company. It has generated payback of £5.57 per £1 spent, proving that small budgets and fashion advertising can produce large commercial effects