While enjoying strong ecommerce, the Swedish brands has kept frontline COVID-19 doctors and nurses in bright socks and found its space in space.
Happy Socks is underlining the importance of creativity and innovation as it looks forward to post-COVID-19 marketing and sales.
Despite being “grounded” like everyone else in the travel retail industry, the Swedish brand has been “keeping the happiness up”, combining online activity with a strong Corporate Social Responsibility (CSR) campaign to support frontline doctors and nurses.
And the brand recently had its Big Dot Socks featured in space.
Happy Socks Global Travel Retail Manager Björn Buddenbohm said: “Even though the future is uncertain, there will be a time after COVID-19 when people will start travelling again, whether for leisure or business.
“The travel retail landscape will definitely look different and retailers and brands need to be more innovative, especially regarding all aspects of digitalisation in order to compete with the other sales channels which are ahead of us.”
Buddenbohm said Happy Socks remains “positive and ready for the future”.
“Happy Socks is, and has always been, creative and innovative and we are confident that we can add value to the travel retail world. Whether with assortments customised to local needs or travel retail exclusive products, we have proof that it works.”
Buddenbohm cited the success of exclusive cruise and inflight packs and the brand’s recent collaboration with Eurotrade and Gebr Heinemann at Munich Airport Terminal 2. Running from October 2019 to January this year, the 2.5sq m space highlighted local editions, including Bavaria and Germany gift boxes, an airport exclusive and Christmas packs.
Happy Socks noted increased social media activity and strong ecommerce sales. The brand has updated its online shop and launched limited editions, including SpongeBob, Rolling Stones and a Swimwear collection.
As part of its CSR programme, Happy Socks has worked with local contacts to deliver packages of socks to hospital workers during the COVID-19 pandemic. “We hope that by supplying clean and colourful socks, it will offer at the very least the tiniest respite to their long days and nights,” Buddenbohm said.
He also pointed out that Happy Socks has featured in a video from the International Space Station with astronaut Jessica Meir showing off her Big Dot Socks, a design from 2008 when the brand was founded.
Happy Socks products, including travel retail exclusive lines, will be highlighted at The Moodie Davitt Virtual Travel Retail Expo, to be held this October, where Happy Socks is exhibiting.
The Expo (see renders below)– which takes the form of a ‘live’ 5-day event followed by a 30-day showcase – begins on 12 October. It also features an eclectic series of events across the five days, including a Symposium, category workshops and a new consumer research initiative.