, The Royal Air Force is jetting into the High Street with a range of designer products.
Officially launched on Monday 26 March 2007, the range of high-end, RAF-branded clothing and goods aims to bring the Service to the attention of the public, and raise cash to support its museums.
The next few months will see increasing quantities of merchandise in the £35-£40 price range going on sale in well-known outlets throughout the UK.
RAF Communications Director, Group Captain Andrew Turner, said:
“Our goal is to raise awareness of the Royal Air Force and its capabilities, roles and deployments. It is important that the public understands what we do on their behalf. The merchandising initiative is one of a number of complimentary projects that will promote that understanding and awareness.
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“We want to reinforce our reputation and profile – the RAF is a smaller organisation than in yesteryear and our footprint on the nation can no longer be taken for granted.
“By associating our brand marks, including the RAF logo, on high-end leisure products we build up our image around the UK and globally and just as importantly bring us to the attention of young people who are the next generation of RAF personnel. The service celebrates its 90th birthday next year and we feel these products hit the mark and at the right time.”
He added:
“The Merchandising Initiative is not about raising cash and the profits will all go to the RAF Museum at Hendon and Cosford.”
The range of items that will soon be available includes child and adult apparel, sports equipment, interactive games, homeware, collectible items and gifts.
There are two collections to choose from – the RAF Collection and the RAF Off-duty Range. The menswear range was modelled on 26 March 2007 at the RAF Club in Piccadilly by former England Rugby star and RAF pilot Rory Underwood and his brother Tony.
The launch marked the end of months of preparatory work between JOI, the Royal Air Force, the Royal Air Force Museum and Terry Jervis of Jervis Entertainment Media (JEM) Limited, the lead commercial agent. Terry said:
“The image of the RAF is exciting, enduring and aspirational. The brand is extremely marketable.”
The Royal Air Force chose 2007 to embark on a comprehensive engagement strategy aimed at broadening public understanding of its operational and humanitarian roles and enhancing its image and strengthening its identity as an agile, adaptable and capable organisation with global reach:
“This initiative will highlight the important peacekeeping and warfighting roles of the Royal Air Force. It will lead to a greater public understanding of the Service and a consequent positive impact on already excellent recruiting targets,” Group Captain Turner added. “The products will all be sold with high quality images coupled with text explaining aspects of RAF life.”
The initiative itself required no investment from Service personnel or public resources. A small income stream will be made by the Royal Air Force and will be passed to the RAF Museum in support of its charitable activities.
The Royal Air Force range will be manufactured under licence from leading global licensing agency, 4Kids Entertainment International. Stephen Gould, 4Kids International Senior VP UK Licensing said:
“We have 25 different companies to produce branded goods and they all believe in the brand as a British icon. The roundel has been adopted by popular culture already and there's nothing more British than the Royal Air Force.”
Over time a diverse range of items will become available. These will include mountain bikes, skateboards, walkie-talkie radios, action figures of RAF airmen, model aircraft video games and even watches duvet sets and towels. The Royal Navy and the British Army are both embarking on similar schemes.
