Reflection
In order to move forward I must reflect on my 360-campaign research book from my previous module and discuss with my tutor, Tracey Hall, what parts of it I can bring into this module and which parts I should leave behind. In my 360-campaign book, I wanted to create a package that any Scandinavian brand could take and use to be able to target Gen-Z. So, this would have been a very general idea loosely based on Scandinavian brands as a whole. However, from my research in the previous module, I know that Scandinavian brands can look very different to each other. So, after reflecting on this and speaking to my tutor, I have decided it would be more beneficial that I apply my strategy to three brands so that I can create a comprehensive knowledge of the Scandinavian market and I can apply my skills to different brands. This also allows me to work with different aesthetics from brands which shows how I can apply my skills to different types of brands. All of my previous research is still beneficial for me as I can take parts of my strategy plan and apply them to which brand, I believe needs it. Moving forward from here I will pick the three brands that I want to market towards a younger consumer.
Next Steps
In my previous module, I researched many different Scandinavian brands in order to understand the market level and consumer level. However, I believe that if I want to widen my knowledge of Scandinavian fashion, I will pick three different brands from the ones that I have previously researched. I also want to pick brands that have different aesthetics and sell very different styles from each other. It is also very important that I pick three brands that currently don’t target Gen-Z. In the previous module, I pinpointed that the gap in the market was that Scandinavian brands often don’t target Gen-z which means they are losing out on the next up-and-coming big consumer. To make sure that this is still relevant I must do ongoing research into the market, and this will include choosing the correct brands to use and apply my strategy to.
Going back to my brand me research, which led me to this point in my Final Major Project (FMP), a turning point in my career path occurred during my experience as a PR intern in Copenhagen. This experience, particularly working with ROTATE, significantly altered my career plans. Fuelled by my personal connection to the brand and insider insights, I’ve chosen ROTATE as one of the focal points for applying my marketing strategy, specifically targeting a younger consumer. The second brand I’ve selected for my FMP is Filipa K, a pioneering force in the Scandinavian market, celebrated for leading minimalist style. With a substantial following and marked success attributed to their distinct aesthetic, Filipa K stands as a noteworthy subject to apply my strategy. Finally, the last brand that I will be researching is Baum Und Pferdgarten (Baum), a Copenhagen-based label known for infusing playfulness into its designs. Recognizing the potential appeal to the Gen-Z consumer, I’ve identified Baum as another brand to apply my strategy, acknowledging that, like the other chosen brands, they primarily target millennials and older demographics. Now that I have identified the three brands, I will use the 5X5 method better to understand the brands, their aesthetics and current consumers. This will include answering 5 questions that I have that will need answering before moving on and creating 5 visuals to support the question.
What is ROTATE’s current Consumer?
Rotate’s target market is clearly Millennials and Gen-X. This is proved by this statement made on their website “Is a response to Jeanette and Thora’s musings over the gaps in their own wardrobes, designing the pieces that they dream of having in their closets.” The creative directors are both in their thirties and if they chose to create clothes that they would want to wear, that would make sense as to why their clothes are naturally easily marketed towards millennials. I believe their clothes have a real potential of being marketed towards Gen-Z with the aesthetic and vibe that they currently go for, with some minor tweaks to their marketing strategy it could open them up to a whole new consumer. Because it is a brand that was created in Copenhagen you would think it would market the Danish market but the creative directors have said that their biggest market is actually the UK. Thora said that “Because UK girls always dress fun!” which is why their clothes resonate with the UK market so much. Jeanette explains that their clothes are not as accepted in Denmark “Dressing up and being OTT and owning it can be at odds with that in some ways”.
In the dynamic landscape of the Danish fashion scene, Jeanette and Thora identified a gap that they believed needed to be filled. Their journey began when they realised that the market lacked brands catering specifically to those seeking trendy attire for going out. According to Jeanette, the available options simply fell short in the “sexy” department. Despite the introduction of a more diverse colour palette, the prevailing choices tended to be on the side of being too lengthy and overly girly, especially when it came to dresses.A comparative analysis with other notable Danish brands, such as Ganni, brought to light a distinctive gap that had yet to be addressed. Ganni had successfully expanded the Scandinavian market with its maximalist aesthetic. The theory of their brand was anchored in the realm of going-out attire – a category they believed was missing in the market. Over time, however, their vision evolved to involve broader styles, embracing casual staples like jumpers, jeans, and t-shirts. The garments they offer have a distinct sense of fun, characterised using sequins, vibrant patterns, and intriguing textures. It’s an eclectic mix that takes partywear to new heights, seamlessly transitioning
What is ROTATE’s Aesthetic?
into versatile everyday wear. Rooted in the exuberance of the 80s, the brand’s aesthetic is a vibrant nod to an era known for its bold styles and self-expression. At the heart of their success lies a set of signature elements that define the brand’s identity. Puffed and ruched sleeves serve as distinctive touches, while mini dresses and waist-cinching fits are examples of their unique design language. A closer look at their colour palette reveals a bold and attention-grabbing array of hues. From punchy reds to deep purples and royal blues, each colour is carefully selected to evoke a sense of vibrancy and energy. The use of high-shine finishes further amplifies the visual impact, creating a collection that is not only visually interesting but also inherently stylish. The brand’s expansive collection encompasses a diverse range of fabrics, introducing structured jacquard and faux leather alongside the luxurious touch of satin crepe. As the brand continues to evolve, it remains synonymous with a dynamic, forward-thinking approach to fashion. Jeanette and Thora have carved out a distinctive niche, leaving a true mark on the Danish fashion landscape.
What is the background of ROTATE?
Founded in 2018 through the collaborative efforts of influencers Thora Valdimars and Jeanette Friis Madsen, Rotate emerged from a partnership with the established Danish brand Birger Christensen, which boasts a heritage spanning 150 years. The two influencers initially crossed paths while working together at the fashion magazine Costume Denmark in 2018, bonding over their shared social media presence and forming a lasting friendship. Denise Christensen, CEO of Birger Christensen, approached Jeanette and Thora with a proposal to collaborate on a collection, initially envisioned as a one-year venture. However, the overwhelmingly positive response from the press and buyers led to Rotate becoming a permanent fixture in Birger Christensen’s brand portfolio. The celebration of the 5th anniversary not only serves as a testament to Rotate’s enduring success but also highlights its consistent commitment to pushing the boundaries of creativity and style. The milestone is a reflection of Rotate’s unwavering dedication to craftsmanship, quality, and a distinct design ethos that resonates with the dynamic and ever-evolving fashion landscape. Within the vibrant vibe of Copenhagen Fashion Week, Rotate has carved out a niche for itself, attracting attention not only for its aesthetically pleasing collections but also for the theatrical and immersive experiences it delivers through its runway presentations. The brand’s ability to create a spectacle and leave a lasting impression speaks volumes about its mastery of storytelling through fashion, solidifying its status as a must-watch and highly anticipated participant at CPHFW. Despite facing challenges from the initial disruption caused by COVID-19 in its first two years, Rotate demonstrated resilience by introducing Rotate Sunday in December 2020—a line of loungewear designed to keep the Rotate aesthetic “glamorous but comfortable.” This strategic move not only allowed the brand to meet global demand during the pandemic but also positioned it to capitalise on the subsequent surge in demand for partywear in 2021. Although Thora Valdimars and Jeanette Friis Madsen lack formal design training, they actively contribute to the brand’s creative vision while overseeing a dedicated team to manage other aspects of the business. Rotate further expanded its offerings with a Ramadan capsule in collaboration with Browns in March 2022, followed by the introduction of Rotate Wedding in April 2022. As Rotate continues to grow, Friis Madsen and Valdimars maintain a commitment to innovation, experimenting with new categories such as bags and jewellery and embracing the philosophy of constant evolution.
How does ROTATE utilise social media?
Jeanette Friis Madsen and Thora Valdimars, both influential figures in the realm of fashion, have both created sizable followings on their individual Instagram accounts—353,000 for Jeanette and 132,000 for Thora. Additionally, the brand’s official Instagram account, managed by a dedicated social media and marketing team, has an impressive following of 338,000. A key factor contributing to their Instagram success lies in the consistent and strategic posting approach adopted by Jeanette and Thora. The duo follows a welldefined approach, ensuring a cohesive and visually appealing feed. Notably, the images they share are of a high level, often captured in a studio setting to maintain a refined aesthetic. The brand also occasionally features images taken by influencers, leveraging the broader social media community. Reposting not only fosters a sense of community but also expands the brand’s reach by tapping into the influence of collaborators. In almost every post they use the hashtag “make it rotate”, to further emphasise the community that they are making. Another part of their Instagram content is the use of campaign images to show the release of new collections. These images strike a balance between editorial flair and minimalism, deliberately crafted to direct the viewer’s attention towards the clothing. The carefully chosen settings create a backdrop that enhances the overall aesthetic without overshadowing the fashion pieces. Despite the established success on Instagram, the brand has yet to discover an effective strategy for leveraging other social media platforms to further enhance its brand presence. Especially with TikTok being one of the most popular social media platforms (Shepherd, 2024), Rotate needs to adapt and innovate its content strategies.
What is the price point of their clothes?
Rotate, is a contemporary ready-to-wear fashion brand, that strategically positions itself in the market with a pricing structure that falls between the high-street and luxury segments. Notably, the brand opts for a higher price range than other typical high-street brands. The creative directors emphasise their intention to deliver a luxury feel without the premium price point traditionally associated with luxury fashion. The brand’s pricing ranges from 100 to 600 euros. This deliberate pricing strategy reflects a balanced approach, aiming to capture a specific market segment that appreciates elevated fashion without committing to the steep costs commonly associated with luxury brands. This range accommodates consumers seeking well-crafted, contemporary designs that exude sophistication. It allows Rotate to position itself as an attractive choice for those who desire quality and style without the substantial financial investment required by traditional luxury fashion.
What is Baum’s
Aesthetic?
Baum Und Pferdgarten’s aesthetic is characterised by a balanced interplay between timeless sophistication and unexpected playfulness, reflecting a distinct representation of Danish fashion. Their design ethos centres on creating collections that are design-led and enduring, marked by playful contrasts that inject vibrancy into their pieces. The brand’s style is eclectic, merging minimalistic and masculine elements with an appreciation for vibrant prints, bold colours, and feminine details. This deliberate combination is not only intriguing but also contributes to the creation of coveted pieces crafted from quality fabrics and made with memorable prints. Baum Und Pferdgarten has become synonymous with the effortlessly cool and chic aesthetic associated with Danish fashion. In their pursuit of timeless appeal, the brand adeptly mixes classic, enduring pieces with whimsical designs, ensuring a captivating yet practical range. Baum’s connection to Danish style resulted in garments that are both fashionable and suitable for everyday life.
The brand’s commitment to practicality is evident in its design approach. Recognising the diverse lifestyles of women, Baum involves their office family in testing and wearing the clothes, ensuring each piece is not only stylish but also functional for various daily tasks.While embracing a playful DNA, the brand also incorporates a level of conservativeness in many designs. Whether in the form of A-line dresses or tops resembling blouses and shirts, this touch adds practicality to the items. The creative directors emphasise the importance of creating fashionable yet versatile pieces that cater to different occasions, reflecting their dedication to meeting diverse consumer needs. The combination of timeless design, playful elements, practicality, and a touch of conservatism positions Baum Und Pferdgarten as a brand with broad appeal. Its potential resonance with Gen-Z is evident, given the brand’s playful DNA that aligns with the preferences of a generation appreciative of style and functionality.
What is the background of Baum?
Founded in Copenhagen in 1999 by Rikke Baumgarten and Helle Hestehave, the brand cleverly plays on the linguistic connection between Baumgarten’s German surname and the translation of Hestehave to Pferdgarten in German. The duo first crossed paths at the Royal Danish Academy of Design, forming a friendship that eventually evolved into a shared aspiration to establish a fashion brand. Reflecting on their collaboration, they noted, “We admired each other’s work hugely – and it came quite naturally to start working on projects together. Before we knew it, we had developed some kind of symbiosis where we both felt much stronger together and that has never changed!” From their early days as recent design graduates, the designers have expanded their brand globally, with stores across the world. Their collaborative approach is evident in the distinct contributions each makes to the brand’s identity. Rikke leans towards the business aspects, while Helle is deeply involved in product development and craftsmanship. However, they emphasise that their involvement spans all facets of brand and company management. The strength of their brand lies in the stable foundations built upon their clear vision. Both creative directors are committed to sustainability, and the brand is openly transparent about its current practices and future goals. A dedicated responsibility page showcases the brand’s commitment to ethical practices and its ongoing initiatives. As the brand undergoes continuous evolution, it exemplifies the lasting influence of a shared vision and collaborative spirit that surpasses geographical and cultural confines. The story of Baumgarten and Hestehave inspires aspiring designers and entrepreneurs, showcasing how a combination of creativity and dedication to core values can contribute to a brand’s global recognition.
How does Baum utilise social media?
The creative directors emphasise the integral role of social media in both the broader media landscape and their brand communication. They say “We use social media to communicate the brand values, to tell stories around the collections and to launch products.”Instagram stands out as Baum’s primary social media communication tool, boasting an impressive following of 265,000. Their storytelling is centred around Copenhagen, with the majority of Instagram images capturing authentic moments in the city. Notably, the photos feature influencers and individuals wearing Baum’s clothing in everyday settings rather than in a studio, reinforcing the idea that their clothing is suitable for everyday wear. A notable finding in my research reveals that Baum consistently engages in collaborations with millennial influencers. By aligning
themselves with influencers who resonate with the millennial audience, Baum has chosen to not target Gen-Z through influencer marketing.Furthermore, the incorporation of the hashtag “#BaumFamily” in their social media posts serves as more than just a branding element. This strategic use of a hashtag actively cultivates a sense of community among their audience. The hashtag becomes a virtual gathering place, encouraging followers to connect over shared interests in Baum’s clothing.Baum has ventured into the realm of TikTok, where they have successfully gained a following of 11,800. This strategic move signals the brand’s clear intention to tap into the Gen-Z market, recognising the platform’s popularity among this demographic.
What is the price point of their clothes?
Baum Und Pferdgarten’s clothing is positioned within the contemporary fashion market, resembling Rotate’s placement between the high street and luxury segments, earning the label of a “mid-priced designer brand” according to Harper’s Bazaar (KLERK, 2024). The pricing structure is variable, influenced by a diverse range of accessories. On average, dresses are priced at £250, and trousers at £180. The owners emphasize their commitment to creating “beautiful longlasting products,” attributing the higher price tag to a focus on longevity and sustainability (DAVIS, 2021). Regarding sustainability goals, Baum Und Pferdgarten expressed a desire to create products that bring joy and beauty, encouraging repeated use over many years. This dedication underscores their genuine interest in producing garments with lasting appeal across generations. The elevated price point aligns with a philosophy of encouraging consumers to buy less, aiming to reduce environmental impact. As they state, “From our point of view, we simply need to all consume less.” They view the price as an indicator, cautioning against the allure of seemingly attractive bargains that may come at an undisclosed cost: “Sometimes a bargain is simply too good to be true, and somebody somewhere pays the price.”
What is Baum’s current Consumer?
Whilst the creative directors don’t specifically say who their target customer is, they say that their brand is for all women. “We cater for creative and independent women who aren’t afraid of standing out. Most of our creations are colourful and embrace significant print – so we tend to dress fashion-conscious women who like a bit of attention.” Despite this broad characterisation, a more nuanced understanding of their target audience emerges through their marketing strategies. In the comprehensive exploration within my 360-campaign book, I delved into the distinctive approaches adopted by Scandinavian brands in targeting millennials and older demographics. This analysis encompassed considerations such as aesthetics, style, pricing, and overall branding. Examining their pricing strategies, aesthetics, and social media branding, a clearer picture emerges, suggesting a deliberate alignment with the preferences and sensibilities of Millennials and Gen-X. From a pricing standpoint, the brand positions itself in a way that resonates with these demographics, ensuring accessibility without compromising on the perceived value of its products. Aesthetically, the emphasis on vibrant colours and bold prints aligns with the visual language that tends to appeal to the younger generations. Furthermore, a closer inspection of their social media branding reveals a strategic engagement with platforms that are popular among Millennials and Gen-X, leveraging visual content that resonates with these audiences.
What is Fillipa K’s Aesthetic?
Filippa K is recognised for pioneering the iconic Scandinavian minimalistic look, offering simple, well-crafted garments that cater to the practicalities of daily life while ensuring a balance between style and comfort. The brand’s aesthetic is characterised by clean, minimalistic, and timeless designs, with a current focus on sustainability. Featuring oversized silhouettes with an emphasis on tailoring and a muted colour palette, Filippa K manages to transform basic designs into enduring looks with a lasting appeal. Described as “timeless essentials with a touch of modern inspiration,” Filippa K’s designs are notably chic and effortlessly cool, drawing inspiration from 90s fashion. The brand strikes a perfect balance between office-appropriate attire and stylish evening wear, appealing to a wide audience. Its commitment to sustainability aligns with a broader industry shift towards eco-conscious practices. Filippa K’s ability to create pieces that endure over time is reflected in its emphasis on timeless, seasonless essentials. This approach contributes to the establishment of a permanent wardrobe foundation. The brand’s designs are versatile, making them suitable for various style preferences and occasions. Among all the brands I’ve researched, I find that Filippa K aligns most closely with my personal style. Its minimalist yet effortlessly cool style resonates with my taste, and I would see myself wearing their clothing over many years. Instead of being driven by trends, Filippa K emphasises a fashion-focused approach, making it a suitable choice for those who appreciate enduring style rather than fleeting trends.
Filippa K, founded in 1993 by Filippa Knutsson with Patrik Kihlborg and Karin Hellners, is known for paving the way of Scandinavian fashion. Initially gaining recognition as a household name in Sweden, the brand has evolved into a global fashion presence with a broad reach. Filippa Knutsson served as the creative force behind the brand until 2019 when she stepped down from the role of creative director, making way for Liisa Kessler to take on the role. The transition marked a shift in leadership while preserving the brand’s essence and commitment to timeless design. The brand’s global footprint is evident, with a presence in 20 markets worldwide through 24 brand stores, over 400 premium retailers and department stores, and a robust e-commerce platform. This expansive reach underscores Filippa K’s success in translating its Scandinavian aesthetic into a global language.
What is the history of Fillipa K?
Apivotal aspect of Filippa K’s narrative is its dedication to sustainability. The brand actively pursues a mission centred around “circularity, traceability, impact reduction.” This commitment materialises through the creation of pieces characterised by style and quality. The introduction of a preowned section on their website further aligns with their sustainability goals, allowing customers to buy or sell preowned Filippa K clothing, fostering a circular fashion economy. To mark its 30th anniversary in 2023, Filippa K collaborated with renowned Swedish photographer JH Engström to publish a limited-edition book. This commemorative project reflects the brand’s journey, evolution, and impact in the fashion landscape. Filippa K also holds a significant presence at Copenhagen Fashion Week, an event where their shows, while not extravagant, authentically represent the brand’s aesthetic and ideals. This participation serves as a platform to showcase their commitment to understated elegance. In summary, Filippa K’s history is one of evolution, marked by its roots in Sweden and its growth into a global Scandinavian fashion brand. The brand’s dedication to sustainability, global reach, and strategic collaborations shows its influence in the fashion industry.
How does Fillipa K utilise social media?
Filippa K primarily utilizes Instagram, amassing a total following of 276,000. The Instagram feed aligns with the brand’s minimalist style, featuring campaign photos and content specifically created for the platform. Unlike some other brands, Filippa K avoids incorporating influencers into their feed, opting to focus on their own content.An interesting facet of their Instagram strategy is the “In Filippa K” highlight, showcasing individuals, including celebrities and content creators, wearing their clothing. This approach imparts an exclusive and luxurious feel to the brand by removing heavy influencer presence on their feed. While their posts exhibit creativity and original ideas for marketing, there’s room for Filippa K to further emphasise this aspect of their social media presence. The brand’s Instagram account clearly reflects a welldefined vision, maintaining a cohesive representation of its minimalist identity. In addition to Instagram, Filippa K expands its social media outreach by venturing into TikTok, accruing 4,900 followers. This move indicates a strategic effort to engage with a younger demographic, particularly targeting the Gen-Z audience predominant on the platform.
What is the price point clothes? of their
Filippa K, as a contemporary fashion brand, occupies a position in the premium or higher-end market level.
Filippa K has established itself as a brand synonymous with quality and enduring style. This commitment to elevated standards and ethical practices often correlates with a higher price point within the fashion market.Customers of Filippa K can expect a reflection of the brand’s ethos in the price of their clothing. The brand’s focus on creating pieces with longevity and a timeless appeal, combined with a dedication to sustainable practices, contributes to the overall value proposition for consumers. While the price point may be higher compared to some other fashion brands, it aligns with the premium quality, craftsmanship, and sustainability initiatives that Filippa K embodies. The brand highlights its commitment to crafting enduring garments by stating, “By creating pieces with long-lasting style and quality – values that have been central to Filippa K since 1993.” This emphasis underscores the brand’s dedication to producing clothing with longevity. Such a commitment reinforces the brand’s position in the market as an advocate for not just fashion, but an investment in quality, durability, and sustainable fashion practices.
What is Filippa K’s current Consumer?
Filippa K’s customer base primarily consists of individuals who appreciate contemporary and minimalist fashion with a focus on premium quality and sustainability. The brand caters to consumers who prioritise ethical practices and value well-crafted garments in the fashion industry. Filippa K’s dedication to creating pieces that exhibit longevity and a timeless allure resonates with those who adopt a more sustainable and thoughtful approach to building their wardrobe. In their latest collection, AW24, the brand delves into the nuanced beauty found in the seemingly ordinary surroundings of workplaces in New York, Tokyo, and Stockholm. This exploration is indicative of Filippa K’s commitment to showcasing the intense yet subtle aspects of daily life. Moreover, their designs consistently embrace a timeless style that effortlessly transitions from day to night, allowing wearers to seamlessly move from professional settings to more casual environments, such as a bar. The brand’s sophisticated use of photography in its campaigns further underscores its commitment to presenting fashion with a refined aesthetic. These characteristics exemplify how Filippa K targets both millennials and older consumers. The brand’s ability to blend contemporary fashion with sustainable values, coupled with its focus on versatile and timeless designs, appeals to a demographic seeking clothes that can worn for everyday life.
References
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