RG_CONCEPT_UK_2011
-
Upload
creative-united-aps -
Category
Documents
-
view
212 -
download
0
description
Transcript of RG_CONCEPT_UK_2011
C O N C E P T S T r a T E g y
rEDgrEEN a/SNiels Bohrs Vej 17StillingDK-8660 SkanderborgTel.: +45 8793 6000Fax: +45 8657 2611E-mail: [email protected]
SHOWrOOMS:Denmark: +45 8793 6000Norway: +47 4153 5064Sweden: +46 31 769 1400germany: +49 (0) 151 1402 1909
agENTS:greece: +30 2310 463 156Netherlands: +31 (0) 294 230637Spain: +34 600 054 530
19222_RG_koncept_08-09_RTG.indd 5 01/10/08 16:14:37
MaritiME inspirationrEdgrEEn’s logo is unique. it comprises and expresses the label’s name, conceptand history. red and green are symbols for the maritime concepts port and starboard.
19222_RG_koncept_08-09_RTG.indd 7 01/10/08 16:14:46
06
the coMpanyredgreen was established in 1983. through the years, redgreen has worked with a unique concept, where maritime inspiration, stylistically pure lines, quality and functionality are brought together in complete collections. redgreen’s lifestyle products are sold today throughout most of europe via independent stores, chain store partnerships and concept stores. its headquarters are located in stilling, near aarhus, denmark.
19222_RG_koncept_08-09_RTG.indd 6 01/10/08 16:14:40
thE CoMpanyrEdgrEEn was established in 1983. Through the years,rEdgrEEn has worked with a unique concept, wheremaritime inspiration, stylistically pure lines, quality andfunctionality are brought together in complete collections.
rEdgrEEn’s lifestyle products are sold today throughoutmost of Europe via independent stores, chain store partnershipsand concept stores.
its headquarters are located in stilling, near aarhus, denmark.
06
08
19222_RG_koncept_08-09_RTG.indd 8 01/10/08 16:14:49
09
1983 Case sportswear grundlægges
1985 Markedsføring af den første red//green – kollektion
1987 Virksomheden sælges og fortsætter under navnet red//green of scandinavia
1988 Fokus på export som hurtigt udgør 50% af omsætningen
1989 Fusion med nautico a/s, som producere en stærk, maritim inspireret damekollektion
1990 omsætningen runder euro 15 mio.
1991 datterselskab i sverige
1993 datterselskab i tyskland. omsætningen runder euro 30 mio.
2000 opgradering af konceptet. Varemærket ændres til redgreen
2001 omsætningen når euro 55 mio.
2004 konceptændring. Firkanten fjernes og det maritime udtryk nedtones
2007 Virksomheden sælges til de nuværende ejere, som også udgør ledelsen i redgreen i dag
2008 Fuld fokus på det maritime koncept, herunder tilbagevenden af firkant logo i farver
2009 Virksomheden forventer en omsætning på euro 20 mio.
historie
18993_RG_koncept_08-09_RTG.indd 9 18/07/08 16:11:46
history
1983 Case sportswear is established
1985 Marketing of the first rEd //grEEn collection
1987 Company is sold; continues operations under the name rEd //grEEn of scandinavia
1988 Focus on exports, which quickly make up 50% of turnover
1989 Merger with nautico a/s, which produces a strong, maritime-inspired women’s collection
1990 turnover rounds EUr 15 million
1991 subsidiary in sweden
1993 subsidiary in germany turnover rounds EUr 30 million
2000 Concept upgrade The brand name is changed to rEdgrEEn
2001 turnover reaches EUr 55 million
2004 Change of concept The square is removed, and the maritime expression is toned down
2007 Company is sold to current owners, who comprise the present rEdgrEEn management
2008 Full focus on the maritime concept, including the return of the square logo in colours
2009 The company is launching rEdgrEEn Kidswear
2010 rEdgrEEn technical is being launched in association with olympic gold medallist Martin Kirketerp
08 09
11
19222_RG_koncept_08-09_RTG.indd 11 01/10/08 16:14:50
rEdgrEEn 2010// oWnEr-rUn BUsinEss
// dEdiCatEd and dEtErMinEd organisation
// hEalthy tUrnovEr BasEd on sElECtivE distriBUtion
// 35 ConCEpt storEs
// high lEvEl oF rECognition
10 11
oUr visionrEdgrEEn aims to be northern Europe’s leading supplier ofquality clothing and accessories for the maritime lifestyle.
oUr MissionrEdgrEEn’s mission is to create a maritime-inspired lifestyleconcept that is true to the red/green signal.We are on the market to design, market and sell functional andhigh-quality lifestyle products to active individuals with a senseof simple detail and fashionable design.
oUr goalrEdgrEEn’s goal is to create profitability with annual growthof at least 20% in sales and earnings, in order to strengthen thecompany’s future foundation. a solid foundation is critical toinvestment in our customers, suppliers and employees.
14
The path rEdgrEEn takes to reachits goals will be based on attentivenessand open dialogue. This strategy appliesto all interested parties and playerswithin redgreen’s field of activity– both internal and external.
We intend to differentiate ourselves onthe market through focus on qualityand design at attractive prices. We willensure an even higher quality in ourcollections and focus on the maritimeand functional expression in our designs.
oUrstratEgy
14 15
oUr CorE valUEs
// MaritiME inspiration
// thE Will to Win
// QUality
// proaCtivE
// sCandinavian
// rEliaBlE
// FUnCtions/oUtdoor
// Unity
These values must be reflected in rEdgrEEn’svalue chain in order to continuously strengthen the lifestyle product rEdgrEEn.
In the work on developing RedgReen’s concept,branding and organisation, our recurring values are:
16
oUr BUsinEss arEas
rEdgrEEn’s development come from quality lifestyleproducts aimed at rEdgrEEn’s target group.
The development of rEdgrEEn’s lifestyle products will –besides the updated collections that are true to redgreen’svalues – take shape in rEdgrEEn’s different business areas.
rEdgrEEn’s business areas will increasingly focus on andadapt to distribution and draw e.g. on rEdgrEEn’s manyyears of experience in the retail trade.
This will happen through close collaboration with the customeron mutual expectations.
// 6 annUal CollECtions, 9 dElivEriEs
// n.o.o.s – nEvEr oUt oF stoCK
// aCCEssoriEs
// liCEnsE – Branding
// rEdgrEEn KidsWEar
// rEdgrEEn tEChniCal
19
n.o.o.srEdgrEEn has a commercial never out of stock programmeconsisting of basic garments and collection supplements to shopsin under 48 hours. By combining products from this with seasonalproducts, it is possible to maintain good sales at redgreen.
our aim is for n.o.o.s to make up between 15 and 20% of the total redgreen turnover in individual shops.
The sales support department sees to it that the items are constantlysupplemented in the shop.
20 21
aCCEssoriEsrEdgrEEn offers a special collection of accessories that complete the
concept and make the brand complete as a fashion label.
The accessories collection has everything you need to dress for an activelifestyle from top to toe in rEdgrEEn. From sunglasses to a full
rEdgrEEn series of fragrances for men and women. in addition, there is alarge selection of shoes, belts and handbags, as well as a collection of scarves,
stockings, ties, etc. all of it accessories matching rEdgrEEn’s lifestyle.
23
rEdgrEEn KidsWEarrEdgrEEn Kidswear is intended to support the rEdgrEEn brand position as the leading maritime lifestyle concept and communicate directly with precisely those people in rEdgrEEn’s target group who have kids in the 4-12 age range.
The launch of a new kidswear collection has a high priority for us, as we view the new line as both a commercial venture and a powerful means of communicating with the younger segment in our target group.
The new line will be in keeping with rEdgrEEn’s other business areas, focusing on a quality product with a strong marketing profile.
24
rEdgrEEn tEChniCalas an element in the positive development of the brand, rEdgrEEn is introducing
a new technical line of functional sailing clothing in association with olympic gold medallist Martin Kirketerp.
”all our activities are intended to reflect investment in a quality product,which is supported by a marketing plan, with the ultimate consumer having a ’value-for-
money’ experience whenever they invest in a rEdgrEEn product.
”We have chosen to introduce and develop the line in association with one of the world’s top sailors, Martin Kirketerp, who most recently won olympic gold in Beijing.We wanted to work with Martin precisely because he represents the same values
as rEdgrEEn. Martin was very much involved in the entire development and design process, ensuring that all his product know-how was turned to account in ever
single style, so our technical line will be of a high international standard.”
27
25
REDGREEN TEchNical
REDGREEN kiDswEaR
spRiNG / summER
auTumN / wiNTER
xmas
pREspRiNG
accEssoRiEs
N.o.o.s
hiGh summER
pREfall
dElivEry
jaN
ua
RY
fEbR
ua
RY
ma
Rch
apR
il
maY
juN
iE
juli
Y
au
Gu
sT
sEpT
EmbE
R
oc
TobE
R
No
vEm
bER
DEc
EmbE
R
1: 1. delivery2: 2. delivery
1 2
1 12 2
1 2
28 29
Fashion dEgrEE oF CollECtionsThe degree of fashion of orders is as follows:
30% 60% 10%Basic Core/lifestyle trend
thE rEdgrEEnCUstoMEr Modern consumers choose products based on their lifestyle, not their age.regardless of whether their 35 or 55. This development and spirit of the timessuits rEdgrEEn perfectly.
rEdgrEEn does not design and manufacture clothing for a particular agegroup, but rather for a particular lifestyle. our core customers are men andwomen who appreciate an active lifestyle. They have a modern outlook and valuetimeless, fashionable quality clothing with a perfect fit and high functionality.
32 33
0 25 30 35 40
30
positionering
pris / kValitet
aldergenneMsnit
høj
18993_RG_koncept_08-09_RTG.indd 30 18/07/08 16:13:04
31
positioning
avEragE targEt groUp / agE
high
priCE /QUality
34 35
34
storE ConCEpt andConCEpt storEs
rEdgrEEn is sold mainly in the northern part of Europe, but we are also present in other selected countries. sales are made
through concept stores, shops-in-shops and chain stores.
our new maritime store concept is wide-reaching, with afunctional and flexible store layout in all sizes, from smaller
shops-in-shops to larger concept stores.With competent personnel and a tasteful maritime interiorinspired by the modern yacht, we place great importance in
customers having a positive experience every time they come incontact with our brand.
For each season we put together a complete merchandisingproposal with product campaigns and store events to draw
existing and new customers. in addition, we naturally makepos material available in the stores.
38 39
41
Nationaladvertising
story / photo location
image catalogue
accessories pR website2 x upload 2 x fairsREDGREEN
Technical N.o.o.s2 x pos10 x vmcREDGREENkidswear
catalogue
pos pos
adsads
ads
Displays /pictures
Displays /pictures
catalogue localadvertising cataloguecatalogue 2 x trade
press releases
2 x consumerpress releases
sponsorships
magazines contact
jobs
News
company
pressroom
collection Eventsbanners posters
posters
streamers
posters
MarKEting
// MaritiME inspiration
// sCandinavian
// QUality
// FUnCtions/oUtdoor
// thE rEd/grEEn signal
We do this by coordinating our marketing efforts – frompr and international campaigns in selected media to posmaterials in retail stores.
rEdgrEEn’s two semiannual catalogues form the basis forour other marketing activities. The catalogues are issued inconnection with the two main collections. together with thecollections, our customers also receive in-store material andproposals for local advertising.
at our website www.redgreen.dk, distributors and consumerscan always see the essence of the present collections, as wellas the latest news and products from rEdgrEEn.
One of Redgreen’s most important tasks is to draw attentionto our collections and communicate our values.
40
C O N C E P T S T r a T E g y
rEDgrEEN a/SNiels Bohrs Vej 17StillingDK-8660 SkanderborgTel.: +45 8793 6000Fax: +45 8657 2611E-mail: [email protected]
SHOWrOOMS:Denmark: +45 8793 6000Norway: +47 4153 5064Sweden: +46 31 769 1400germany: +49 (0) 151 1402 1909
agENTS:greece: +30 2310 463 156Netherlands: +31 (0) 294 230637Spain: +34 600 054 530