Accessories manufacturer ups marketing spend by 40 per cent to “hundreds of thousands of pounds” in bid to dominate sector
London-based accessories company Aegis Vision plans to be the world’s leading accessories company within two years. The company has upped its marketing budget by 400 per cent to “hundreds of thousands of pounds” as part of this strategy.
Aegis was set up seven years ago in the UK by founding director Sanjay Agarwal (pictured). It currently produces 12 brands of cases for Apple, Nokia, Samsung, BlackBerry and HTC devices under licence.
These brands include Body Glove, Harry Potter, Top Gear, Ferrari, Ed Hardy, Paul Frank as well as its own-brand cases and fashion Uunique. It will add a further six new brands to its portfolio at next year, according to Agarwal.
Aegis has an exclusive partnership with 20:20 Mobile in the UK. Outside the UK it works with Brightstar as well as local distributors to fulfil orders to countries including Greece, France, Ireland, the Benelux countries, Israel, Dubai and Turkey.
Aegis is expected to spend an estimated half a million pounds on marketing in its push to dominate the accessories market next year.
“We want to be the global number one accessories player for innovation, fashion and marketing by 2014,” Agarwal said.
“We have a two-year plan from next year to be aggressive and progressive in our marketing plans.”
The Uunique brand has been singled out for special promotion. There has been a Face of Uunique model search with Cosmopolitan magazine to find male and female models to represent the brand. In October, a Uunique-branded bus with 15 models drove through London hotspots Covent Garden, Oxford Circus and Leicester Square. A new range of Uunique handset covers was also launched at London private members club One for One, hosted by X-Factor judge Kelly Rowland last week.
A new Uunique website launches next week, offering on-line sales.
Agarwal said Uunique has reached 3.3 per cent share of mobile case sales since launching in January 2010.