- MO TIVATIO N It is time for a New Brand | New Fashion Concept!
and reliability are seen as expressions of a high awareness of quality, both at home and abroad. This inevitably leads to a high recognition in
The Justification of the Brand and the Story of
a wide range of fields. Nowadays, “Made in Germany” is more than just
a label – it is a synonym of quality and reliability. Besides for industry and business, sports and culture also play a major
Times are becoming increasingly more fast-moving! The amount of in-
part, and Germany is often mentioned as a model in these fields (like
formation that a person has to consume today has multiplied in recent
during the recent soccer World Cup championship). Germans perceive
years and is still increasing. This abundance of possibilities and innu-
this with a certain pride, but also with the necessary sense of responsi-
merable offers causes fatigue, along with a new kind of disorientation.
As people have the desire to quit their daily routine and forget their stress, they seek distraction and entertainment. They look for “the one
All of this is the basis and justification of a brand offering quality prod-
and only place” that promises to quench that desire.
ucts and exclusive events that gives orientation to people in Germany and abroad and creates a place of recreation and enjoyment in every
Going shopping is one of the easiest ways to quench those desires.
People have always consumed, thinking that this is a way to do themselves some good. Other possibilities to escape from everyday life are
This feeling of emerging, of “rediscovering oneself ”, of enjoyment and
offered by comfortable locations and events, where people can have live-
of passion was probably last felt this intensely by people in the Golden
ly celebrations, be entertained, and enjoy life with like-minded people
Twenties. That era brought people a completely new lifestyle. Borders
without thinking of tomorrow. However, the era of big clubs is over. The
opened, new freedom was celebrated, and women were full of self-con-
hall culture is slowly disappearing. A countermovement to the main-
fidence and lived free with a lust for life that they had never experienced
Increasingly more people wonder what the meaning of their existence
We see it as a challenge to revive that lifestyle and to use a strong, emo-
is, and the most diverse philosophies of life are being rediscovered.
tional brand to establish it as a global point of orientation for all people
Beliefs, the essential things in life – such as friendship, health, and a
who consider those emotions valuable and desirable and who want to
good psychological and mental balance – and the unity of body, mind,
experience – or even live – them again.
and soul are becoming central to the way in which people think and act. This is not only true of Germany but can be perceived in all highly developed industrial nations. However, Germany, being a relatively small country, has a special reputation for its “bouncebackability”. Thanks to its rapid economic growth and endurance, even in periods of crisis, Germany has gained a permanently high reputation worldwide.
The typical German virtues such as ambition, innovation, punctuality,
/ my confashion
- T H E IDE A It is time for a new concept! Not simply buying things from unfriendly
“Experience the quality of the GERMAN CLUB® brand, feel the un-
staff, but entertainment and the joy of life, combined with the almost
limited freedom, live the virtues and experience passion, pleasure and
casual consumption of quality products..
the joy of life!”
Nowadays, people no longer just buy products, they also seek experiences and a certain lifestyle – the feeling of being a part of something, of
The name and the brand:
experiencing things together, and of experiencing oneself again. Getting
The company has the name GERMAN CLUB® and is managed by the
those emotions across has top priority for those who want to be success-
partners Daniel Olminski and Heiko Vetter, who each hold a 50% share
ful in the market.
in the company. The corporate design is being developed in co-operation with the Dres-
Only a strong, memorable, emotionally loaded brand that includes that
den advertising agency “cross media store gmbh”, with an international
promise in the form of defined realms of experience in an unparalleled
communication policy being followed. The company’s place of business
way will be capable of getting across such a feeling truly and credibly.
is in Dresden. The brand GERMAN CLUB® is protected worldwide
GERMAN CLUB® is such a brand.
as a Community trademark.
Like hardly any other brand, GERMAN CLUB® has the potential of bringing people together and communicating both strength and to-
The company’s main activities:
getherness thanks to its attractive, fascinating aura. The name stands
• GERMAN CLUB® is an innovative style and unites lifestyle
for quality as well as greatness, strength and togetherness across all bor-
and haute couture
ders. In this way, it gives an answer to people’s wish to find those char-
• Production of high-quality clothing in the premium segment
acteristics and quench those desires.
• Distribution through partners (boutiques, agencies) • Monolabel stores and franchising are being considered
Like no other brand, GERMAN CLUB® unites and promises people’s
• Foundation of Club Lounges
lifestyle in the “Golden Twenties”.
• GERMAN CLUB® Polo Association
The business idea consists in establishing a new German fashion brand in the lifestyle premium segment.
GERMAN CLUB® will be a global point of orientation for all people who like to consume the positive characteristics that are associated with Germany worldwide, who identify themselves with them and who would like to adorn themselves with them!
- T H E G O LDE N TWEN TIES Fashion as an expression of a new way of life
figure, short hair, short skirt or trousers, shirt with cuff links, bow tie,
Whether Paris or Berlin – in the big cities of the 1920s, the great
and sports coat
changes in society were obvious. Hardly ever before, people had been so
• Leisure: informal loose-fitting dresses, cardigans, casual, and convenient
much aware of fashion and of its importance for expressing one’s per-
• Evening clothes: showing much skin, with sequins, pearls, fringes,
sonal identity. Fashion is an expression of an intimate relationship between everyday life and art, between existence and philosophy, between freedom and necessity. It is an image of new ideas and possibilities. . Woman
feathers, and flounces • Accessories: strings of pearls, feather boas, headbands with glass pearls, shoes with clasps, and glittering handbags • Fashion became more daring (especially evening attire and bathing wear)
• A modern, active member of society
• Accentuation of the hip by belts/cloth ribbons
• New self-confidence
• Popular: pastel colors; soft, and smooth colors
• Detachment from traditional roles
• Popular: short hair – bob, curls
• New professional fields
• Glamour, functionality, and masculinity in fashion
• Fashionable clothing
• A chic touch
• Adoption of male symbols such as smoking, sports, driving cars etc. • More possibilities for independence
Men’s fashion • More informal sports coats; especially popular: strollers
• Dandies: bright, well-cut suits
• Fashion icon: Coco Chanel
• Leisure: simple leisure suit, cloth cap, and knickerbockers with
• Clear, straight cuts; multilayered • Tendency toward androgyny • Convenient leisure wear • The typical woman: garçonne: seductive, feminine, and androgynous
matching socks, casual white trousers, and patterned pullover • Evening clothes: plain, dark (tuxedo, tails), together with a tie, gaiter, and wristwatch • Especially hats: Homburg hat made of felt, or rounded bowler hat
- T H E G O LDE N TWEN TIES
Art & Culture | Lifestyle
• Breakthrough of radio broadcasting
• Free from censorship – the mass media change peoples’ awareness
• Glittering, pompous parties (consumption-oriented mass culture;
• Heyday of new art and literature
enjoying life, being free)
• A very varied cultural life
• Time of radicalism and experimenting
• Break with traditional forms, structures, and customs
• Development of surrealism, Dadaism, and New Objectivity
• Mass culture – boom of motion-picture theaters, sports events,
• Avant-garde lifestyle
music events, theater, dance, and music (jazz, swing) • New dance styles – Charleston, shimmy
• Treatment of sexual issues, freer relation to one’s own body • Growing enthusiasm for technology – automobile and motorcycle mean independence and flexibility
- T H E MARKET The comparison of the sales figures of different industries leads to the
is where GERMAN CLUB® is located. While the textile market is
conclusion that trades offering premium quality products and luxury
exposed to strong fluctuations, the turnover in the upper price segments
goods were exposed to business fluctuations only to a small extent –
remains relatively stable. This is true not only for Germany but also for
even in periods of crisis. The popularity of strong brands was undimin-
all industrial nations.
ished even in periods of recession. This premium upper price segment
UPPER SEGMENT Ralph Lauren MID-RANGE PRICE SEGMENT Zara
GERMAN CLUB Strellson
Turnover of the textile/clothing industry
After a strong decline in 2009, the industry recovered in the first half of 2010. The textile industry increased its turnover by eight percent,
and clothing sales increased by 3.4 percent. (Source: Wirtschaftsblatt)
- C O MPAN Y ST R U C TU R E Function of the brand GERMAN CLUB速
Under the umbrella brand GERMAN CLUB速, all the divisions of the
In our marketing considerations, we assume that in the medium or long
company such as GERMANsports, GERMANlounge, the VIP area
term, several divisions will exist within the company.
or the web presence, including its online store, can be presented clearly and transparently.
If more areas offering new, interesting perspectives are added, they can
scure company structures. The decisive advantage is in the recognition
be integrated into the existing structure easily. For example, areas re-
value that results from such a transparency. In addition, this umbrella
lated to GERMANsports are the Polo Association and the Tennis and
brand strategy guarantees that in the long term, every purposeful invest-
ment into the brand inevitably leads to an increase of the brand value.
Customers will keep confidence in the umbrella brand as it is transparent to them and does not become indefinable due to complex and ob-
- MANAG EMENT Heiko Vetter
Heiko Vetter, born 1972 in Riesa, acquired the brand GERMAN
Mr. Hentsch will take over the areas of Product Development and De-
CLUB® together with Mr. Olminski.
sign and will play a crucial part in the launch of the collections. He can
Mr. Vetter is a Partner of GERMAN CLUB®. He has managerial re-
contribute many years of experience in the areas of Design, Purchase/
sponsibility for the (inter)national implementation and distribution of
Sale, and Production, gained in working for well-known brands and
the brand and makes considerable contributions to sharpening the pro-
file of GERMAN CLUB®. He is responsible for the areas of Creative
Management and Brand Management.
Window dresser Studies at College of Graphic Design + Product Design International experience (Australia)
Setup his own agency in the textile industry concerned with textile
Daniel Olminski, born 1972 in Dresden, has been operating sev-
trading/distribution/sale for various fashion brands
eral health clubs successfully together with Heiko Vetter since 2002.
Self-employed activity as an independent agent in the textile indus-
Mr. Olminski is a Partner of GERMAN CLUB®. As Chief Finan-
try concerned with textile trading/distribution/sale for various fashion
cial Officer at GERMAN CLUB®, he is responsible for the areas of
brands, Managing Director of various independent agencies in Ger-
Controlling/Finance and Human Resources.
many, Austria, Switzerland and Eastern Europe
Ralf Koppetzki Ralf Koppetzki is specialized in the organization and implementation of event concepts worldwide and will support the franchisees of GERMAN CLUB®.
left: Daniel Olminski, right: Heiko Vetter
- T H E C O RPO RATE D ES IG N Logo
my confashion Colors Gold: Pantone 872
(CMYK simulated 20 | 30 | 70 | 15)
(CMYK 0 | 0 | 0 | 100)
Typography Adobe Caslon Pro ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789
Bickham Script Pro
ABC DEF GHIJKLM N OPQR abcdefghijklmnopqrstuvwxyz 0123456789
- IMAGE RY Images reflecting the target group
Corporate identity images
The images are grouped into two categories. On the one hand, there are
Are always set in a Twenties-style scene. The typical accessories of that
product images that are used in catalogs, on the website, and for prod-
era in the fields of technology and sports are integrated into those im-
uct presentations. On the other hand, corporate identity images will be
ages. Their purpose is to attract people’s curiosity and create the atmo-
used that convey the virtues and the lust for life of the Golden Twen-
sphere of that time.
ties in an assertive and aggressive way. Their design is bold, chic, and sometimes provocative, and they are used for image campaigns and advertisements.
Product images Product images of GERMAN CLUB® are presented by professional
The viewer knows immediately: “If you dress in the style of the
models only. They show people of the target group in their living envi-
GERMAN CLUB®, you’ll feel like in the Golden Twenties” – free,
ronments – alone and in groups. Bright backgrounds create a pleasant
self-confident, and independent! This imagery corresponds to the
atmosphere. The colors are reduced and have an elegant appearance.
corporate identity and intensifies the identification with the brand GERMAN CLUB®.
The imagery of GERMAN CLUB® has a serious and elegant appear-
elegance, coziness and happiness while, on the other hand, they reflect
ance. On the other hand, the pictures create an impression of luxury and
virtues such as courage, reliability, and commitment.
- BUSINE SS E Q U IP MEN T
HEIKO VETTER Geschäftsführer GERMAN CLUB® Schillerstraße 31 01326 Dresden // Germany
Fon + 49 172 345 14 14 Mail firstname.lastname@example.org
The business cards have an elegant design, in line with the image of the brand GERMAN CLUB®. The logo on the business card has hot foil printing, making it appear both subtle and sophisticated. The color design is based on the chosen special colors Gold and Black.
- BUSINE SS E Q U IP MEN T
my confashion GERMAN CLUB® // Schillerstraße 31 // 01326 Dresden // Germany
GERMAN CLUB® Schillerstraße 31 // 01326 Dresden // Germany Fon + 49 172 345 14 14 // Mail email@example.com Deutsche Bank // Account number 7540081 // Bank code 87070024 Tax number 202|109|C5961 // Trade ID DE277208302 // HRB 30130 www.germanclub.de.com
The stationery also appears in the corporate design colors of Gold and Black.
- IMAGE BROCHU R E Cover
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Herbst-/ W interkollek
fekte FreiHemd. Das per richtiger zeit-Outfit, ein KontrastAllrounder! Mit modischer paspeln und ine SeiKle . tion Applika tenschlitze. mwolle. Aus 100% Bau
fekte FreiHemd. Das per richtiger zeit-Outfit, ein KontrastAllrounder! Mit modischer paspeln und ine SeiKle . Applikation tenschlitze. mwolle. Bau % 100 Aus 651X
- T H E WE BSIT E Content | GERMAN CLUB®
Home page | GERMAN CLUB®
The GERMAN CLUB Fashion and Entertainment Portal The web portal of GERMAN CLUB® will be a major information and
• VIP area
communication medium of the brand.
• Absolute discretion for buyers and sellers (no publication of names
• Global network for customers and club members • Current trends in fashion • Forum and news area for the exchange of news and information related to the brand
or addresses) • Personal login area for comfortable information exchange and relaxed shopping • A portal that is easy to use and understand
• Communication and dissemination via social network services etc.
• Languages: German/English/Spanish/Arabic/Chinese/Russian
• The online store offers the possibility to buy products directly on the
• Innovative thanks to the use of up-to-date programming languages
website (the standard collection and “High Fashion” may be separate).
- PRIC E POL ICY • The prices are mainly oriented toward equivalent brands, such as Lacoste, Tommy Hilfiger, Marc O‘Polo or Ralph Lauren • Goods will be distributed through premium dealers and boutiques, and also through Club Stores later on • Another distribution channel will be the online store
Examples of prices
All prices are in €
- IN VE ST ME N T Annual operating costs and investments 2012/13/14 GC-Fashion
- IN VE ST ME N T
Key of production costs – wholesale trade – distribution 80 % Production (GERMAN CLUB®) 1.5-fold - wholesalers 2.5-fold – retailers 2.0-fold – end-consumer (customer)
Key of production costs – Internet – distribution 20 % Production (GERMAN CLUB®) 7.5-fold – end-consumer (customer)
- T H E TARG ET GR O U P S
• Agencies that already attend to other well-renowned brands
• A solvent clientele
• Brand-conscious consumers with a high income
• Disseminators, e.g. sports centers, golf courses, polo, and tennis
• Fashion-conscious people in general
- MARKE TIN G
Phase 1 Market launch
• Continuous organization of Club Events in Berlin and other cities.
• 1-3 years (depending on how quickly the brand is accepted and becomes known); preferred use of existing high-priced stores/bou-
Phase 3 Growth
tiques (e.g. Breuninger, Ludwig Beck Munich) instead of opening our
• Opening of the unique Club Stores, whose concept is a mixture be-
own stores. Consequent choice of the distributors by applying strict
tween a store and lounge. This is a unique characteristic of the brand
and will advance to a new shopping culture under the brand name
• Launch of the web presence. • Opening of the GERMAN CLUB® Lounge in Berlin, Germany’s only metropolis. The city is a mecca of fashion-conscious people from all over the world. Through the opening of the lounge, the brand’s publicity will be increased.
Phase 2 Market penetration • Opening of further monolabel stores at top locations through franchisees. In this phase, the share of third-party boutiques will be reduced in favor of the monolabel stores. Presence at leading fashion
fairs in Europe, North America, and Asia.
GERMAN CLUB®. • Organization of Club Events at all GERMAN CLUB® locations
- F RAN C H ISEE S
Advantages for the franchisee
• will be at least 28 years of age
• Professional, international marketing
• will be an individual, a company, or an enterprise
• Good entrance possibilities, also for lateral entrants • Unified corporate identity
Will fulfill the following prerequisites:
• Comprehensive business equipment
• Management experience
• Excellent/unique basis for entrepreneurial success
• Entrepreneurial spirit
• Unlimited contract term
• Good support
• Organizational talent
• Concentration on the core business
• Excellent potential earnings
• Will to succeed/dynamism
• No competitors due to territorial protection
• Good planning abilities
• Franchisees profit from the franchiser’s extensive marketing
• Enjoys being in contact with demanding customers, and has a
friendly behavior toward them • Can express him or herself excellently and, in addition to his or her native language, has a good command of spoken and written English/German • Can present a perfect credit report and a certificate of good conduct with no entry (for Germany)
- F RAN C H ISEE S
Franchise fees and conditions
• Starting fee: € 500,000.00/Business equipment including the first
As our company goals are formulated clearly and pursued purposefully,
collection (single payment made when the contract is concluded)
franchisees will be chosen carefully. Once someone is our franchisee,
• Payment of an annual flat fee for advertising amounting to € 5,000.00 (for superregional public relations activities – e.g. trade fairs – orga-
we shall also expect the same of him or her.
nized by the franchiser)
We make every effort to support our franchisees with their activities
• The franchisee undertakes to advertise him or herself (TV plasma, Club Store parties etc.), which will be supported by the franchiser. • Generous share is 7 % of the annual turnover in the franchise territory • Yielding of a minimum turnover
we shall give him or her confidence and cooperate with him or her, and
and to deal with their questions and wishes in a competent manner. We offer franchisees a high level of independence in their work.
Company development • November/December 2011 New CI/CD, brochure, magazine layout, web portal
• 2013: Germany, Europe • 2014: US, Russia • 2015: Asia
• 2012 Investment
GERMAN CLUB® development
Sample collection/production start
• GERMAN CLUB®
Trade fairs/web portal launch Opening of the Club Lounge in Berlin/showroom Simultaneously: production of collections Introduction of the Polo Association
is expected to achieve a big market share in the fashion segment • GERMAN CLUB® is expected to become a brand known and desired worldwide • GERMAN CLUB® is expected to be – and stay – innovative
- CHAN C ES AN D R IS K S The strengths
higher interest in investments, an interest in prestige, and an expan-
• Knowledge of German and foreign mentalities, which are indispens-
sion of business life and status)
able for realizing the products described above • Multilingual (German, English, and having a Ukrainian partner), which contributes to successful communication considerably • Wide network of professional partners that make decisive contributions to the company’s success
even in periods of crisis • Worldwide increase of information thanks to new media, resulting in the desire for more quality of life and creative leisure activities – which corresponds to the idea of GERMAN CLUB®.
• Innovative concept for the implementation
• Not enough investments
• Stable market in the High Fashion segment
• World economic crisis
• Increase of the financially strong population worldwide, connected with an increase in people’s brand awareness (which results in a
• The sale of luxury goods does not face – or hardly faces – any decline
- SU MMARY A summary of the facts: German fashion is more popular than ever
And the prospects are good. “2011 promises to be another really good
(Quotation from the newspaper “Die Welt”, 2010) German fashion
year for the German clothing industry”, says Klaus Brinkmann, Presi-
is more popular than ever – among Russians, Americans, and Asians.
dent of the fashion industry association “German Fashion”.
And sometimes the foreigners even buy entire fashion company groups.
“The turnover of the German manufacturers will probably be almost
Hugo Boss and Jil Sander, Basler and Tailor, Eterna and Street One –
14 billion euro.”
they have all been acquired by foreign financial investors, who make a fortune with the popular brands.
Attractive in times of small loans
German fashion ranks second after Italy
What is also attractive in times of small loans is that investors in the
German textiles are popular. “Globally, fashion ‘made in Germany’ ranks
fashion industry do not have to use much money. Investments into capi-
second after Italy”, says Peter Boveleth, Vice President of the associa-
tal assets are not necessary because the German fashion industry has
tion “German Fashion”. In 2011, the turnover is expected to increase by
coped with the structural change at an early stage.
almost six percent to 14 billion euro. However, less than three percent of the goods are produced in Germany. Now, this is expected to change
Today, the companies have their goods produced almost exclusively in
for the first time thanks to GERMAN CLUB®. The company intends
Eastern European or Asian low-cost countries – but stay in control of
to realize a major part of the production in Germany. The first contacts
the entire supply chain, from the design over production to the shops.
have already been made in order to achieve this.
- CONTAC T
Contact Daniel Olminski & Heiko Vetter SchillerstraĂ&#x;e 31 . D â€“ 01326 Dresden Tel.: +49 172 345 14 14 E-mail: firstname.lastname@example.org E-mail: email@example.com
Authors: Heiko Vetter Daniel Olminski Andreas Hentsch
in cooperation with the agency NARCISS & TAURUS