Oyster Yachts Brave Challenging Waters and Come Back Stronger

The 2006 recession marked the launch of trying economic times that has not been kind to the luxury market. Yet, some some companies are not only afloat but thriving, such as British boat builders Oyster Yachts. Revamping with new marketing campaigns, the downsized company has divided their production labor and is taking steps to insure their longevity, and it's working.

Many of the changes within the company have come as a sign of the financial times and of a shifting buyer demographic. As generations age and older yacht buyers retire, the luxury world is evolving, and reaching a younger clientele while maintaining loyalty to longtime customers demands employing creative thinking.

Gone are the days of traditional boat shows that would garner what Oyster's marketing director, Liz Whitman, describes as a “genuinely interested,” clientele. Noting that the future lies in capitalizing on special events that commemorate the company's well-established reputation, one idea of Whitman's is a year-long party. Though a surprising venture for the company, sales indicate Whitman's event, the "Oyster World Rally," is onto something.

Launching this past January from Antigua, Oyster is celebrating its 40th birthday with a sixteen-month regatta that will travel to ports around the world. On target to hit Australia in early August with a "half-way party," the 28 Oyster yachts in tow will finally dock in the Carribean in April of 2014.
Preparations for the event began over three years ago, receiving double the amount of responses the company had been expecting. Oyster had calculated that they could deal with 40 yachts, but expected far fewer. “If we ended up with half that amount that would have been great,” said rally organiser Debbie Johnson. Instead, within a day of announcing the Rally they received over 90 replies. At least 15 entries have already been collected for the second World Rally, set to sail in January 2016.

Alexa Mangrum

Alexa Mangrum culminates her love of culture with her passion for writing as a Justluxe Editorial Team Member. An authority on the arts and design world, Mangrum frequently freelances for various publications globally. An arts and entertainment enthusiast in her local community of San Diego, Mangrum is a visual artist as well. Recently awarded as an Emerging Creative of 2013 by Google Inc. and con...(Read More)

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