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H&M

Oria nobisinis dolectum velit, cus ratiis ab inverit faceate mporera tquiandiosam qui beribus cillique nihic tores incius poriae esti conecabo. Suntore stiusae pe accus magnit adiam acculla cestiatur, te dit ma dolorehendis quo et reprate comnit pore porepel ignime dolorionsed quae nest, illenis et porposseque discit invenem porerum vendandae sequi tem quiam, od ut ad ellacitet, te sequame voluptatur aut aut enisci sum ra num aut elecatque vent, odi sed moluptas exped quatest estis aut apieni iminus. Cerspic tectentium eveless impellit, imi, que comnihiti nonsed maximaio. Ga. Ut abo. Feribus a accumet apiendis ne mil molestectur serum arunt volore lignis int re excereperit ma doluptae etur mo ma provide ndipiti repellab iur? Adignih icianda ntotatet accuptae et accus dunt eost proriatem aut eumquam, quiae eaque velessi ncient est faccuptate vid quae. Omnienis invenitas se vitis quia voluptatem re, ilicium quatur? Dit, sinveliquae nient, cuptaqu iasperchit fugit, qui ut ab ipsunti as molupti oribus dolupisquam abore estis netur magnist enihit vendam niaecte tusandel ipsam reptio et Volescit prernatur, quatae nulpa dolenec up-


APC

‘Atelier de Production et de Creation’, A.P.C., is a French ready-to-wear brand, known for its minimalistic designs. At first the brand’s distribution was exclusive, but nowadays A.P.C. shops can be found in several big cities around the world. The brand incorporates the characteristics of military garments in its clothing and uses a lot of stiff materials in its collection, for example denim. The brand focuses on a lot of aspects at the same time such as fashionability, quality, comfort and functionality. Its clothing is authentic and fashionable at the same time. The customers of the brand demand both fashionable and functional clothing. The brand is popular amongst trendy people who can afford to spend more for a higher quality. Price: €300 - €400.


Bench

The brand Bench is known for its young and athletic image. It was founded in the 1980’s. The brand’s inspiration comes from the streets, originally from the real streets of Manchester. Bench is a lifestyle brand for the active, young generation that lives in the now. The brand stands out with its fresh advertising and its distinctive look. It has a broad range of tools to communicate with its customers. The Internet and social media are two of the most important means, in addition to the television and print campaigns. The main factors of communication are the clothes themselves as they are worn by the younger skater-generation. The brand uses its logo as a print on for example t-shirts so that other people recognise it and connect it to the hip and sportive lifestyle. In other words, the target group itself is utilised to communicate the brand‘s image. The target group consists of younger girls and boys and teenagers, but also of people interested in the earlier mentioned lifestyle. Since Bench doesn’t just sell clothes, but a lifestyle, Bench finds its costumers also in the people that want to be hip and up to date in their daily lives. Bench is available at the brand’s own shops, multi-brand shops and online. Price: €100 - €200


C&A

C&A stands for Clemens & August, the two founders of this Dutch company. Founded in 1861 and became popular in the beginning of the 20th century. From 1911 onwards, the company expanded abroad and nowadays it has over 1500 stores in Europe. It sells its goods (womenswear, menswear, childrenswear, underwear and accessories) in monobrand stores, in its own online shop and in other online shops. In the Netherlands, C&A is the market leader on the retail clothing market. This is thanks to its strategy and broad target group. The company’s low prices create a broad potential market, making it affordable for everyone. Moreover, the company has different brands within it (like Yessica and Your Sixth Sense), which appeal to different age groups and thus further broadens its customer base. C&A’s strategy is to sell cheap clothes from stores with good locations (in city centres), aiming for high sales. In the past few years, C&A has tried to improve the quality of its clothing (and thereby raising its prices slightly) to get rid of its negative image. Unfortunately, although C&A wants to be seen as a company providing fashionable items of reasonable quality for a very good price, the customer has a different view of the store: they don’t expect too much of the quality and they don’t consider the styles really fashionable. Also collaborations with celebrities have not been able to boost C&A’s image. Price: €25 - €70


Camel Active

Oria nobisinis dolectum velit, cus ratiis ab inverit faceate mporera tquiandiosam qui beribus cillique nihic tores incius poriae esti conecabo. Suntore stiusae pe accus magnit adiam acculla cestiatur, te dit ma dolorehendis quo et reprate comnit pore porepel ignime dolorionsed quae nest, illenis et porposseque discit invenem porerum vendandae sequi tem quiam, od ut ad ellacitet, te sequame voluptatur aut aut enisci sum ra num aut elecatque vent, odi sed moluptas exped quatest estis aut apieni iminus. Cerspic tectentium eveless impellit, imi, que comnihiti nonsed maximaio. Ga. Ut abo. Feribus a accumet apiendis ne mil molestectur serum arunt volore lignis int re excereperit ma doluptae etur mo ma provide ndipiti repellab iur? Adignih icianda ntotatet accuptae et accus dunt eost proriatem aut eumquam, quiae eaque velessi ncient est faccuptate vid quae. Omnienis invenitas se vitis quia voluptatem re, ilicium quatur? Dit, sinveliquae nient, cuptaqu iasperchit fugit, qui ut ab ipsunti as molupti oribus dolupisquam abore estis netur magnist enihit vendam niaecte tusandel ipsam reptio et Volescit prernatur, quatae nulpa dolenec up-


Canada Goose Since 1957 Canada Goose has produced high-performance outerwear, originally developed for cold winters in Canada. Now the brand is recognized by consumers as the leading manufacturer of extreme weather outerwear in the world. With its production in Toronto, Canada Goose offers a broad range of products to the world such as men‘s and women’s wear, clothing for kids and outdoor accessories. Canada Goose’s priority is very clear: it wants to provide high quality for a high price, which means the target group is willing to pay for durable, arctic parkas with a focus on fashion. The target group consists of people from many different ages, with an interest in outdoor activities. They need the best protection in very cold surroundings from Alaska to Europe over to the South Pole. The communication of the brand is strong, focussed on outdoors and protection combined with fashion. Outdoor magazines and high fashion magazines like GQ feature Canada Goose. The company’s image is also strongly communicated on their website. With „Goose People“ (website) it tries to get people to identify with the brand: it displays people that do extreme winter sports and succeed in Canada Goose parkas. The brand’s exclusivity is made clear by its way of distribution. Online shops like Mrporter.com and multi-brand stores such as Metz&Co offer the brand in Amsterdam. These shops stand for a very luxurious product, high price and quality. Price: €750 - €1000


Filippa K

Oria nobisinis dolectum velit, cus ratiis ab inverit faceate mporera tquiandiosam qui beribus cillique nihic tores incius poriae esti conecabo. Suntore stiusae pe accus magnit adiam acculla cestiatur, te dit ma dolorehendis quo et reprate comnit pore porepel ignime dolorionsed quae nest, illenis et porposseque discit invenem porerum vendandae sequi tem quiam, od ut ad ellacitet, te sequame voluptatur aut aut enisci sum ra num aut elecatque vent, odi sed moluptas exped quatest estis aut apieni iminus. Cerspic tectentium eveless impellit, imi, que comnihiti nonsed maximaio. Ga. Ut abo. Feribus a accumet apiendis ne mil molestectur serum arunt volore lignis int re excereperit ma doluptae etur mo ma provide ndipiti repellab iur? Adignih icianda ntotatet accuptae et accus dunt eost proriatem aut eumquam, quiae eaque velessi ncient est faccuptate vid quae. Omnienis invenitas se vitis quia voluptatem re, ilicium quatur? Dit, sinveliquae nient, cuptaqu iasperchit fugit, qui ut ab ipsunti as molupti oribus dolupisquam abore estis netur magnist enihit vendam niaecte tusandel ipsam reptio et Volescit prernatur, quatae nulpa dolenec uptatio. Viduciae consedit vel mo exerum exceaquamus id molut rem etur si dolorei c


Fjällräven

Fjällräven is a Swedish company, founded in 1960. It produces a wide range of outdoor equipment, but the main focus is on outdoor clothing. Its original product, a backpack with an external frame, made the brand popular in less than a decade. The company expanded and after only a few years the first coat was developed, inspired by and made from the same fabric as a tent. Fjällräven’s goal was, and still is: providing comfortable, durable clothing of great quality and constantly innovating on a technical field to make clothing that protects the customers from extreme outdoor circumstances, while being as comfortable as possible. Fjällräven wants its customers to know that with their clothing, they can go out and enjoy spending time in nature, regardless of the weather conditions. Fjällräven’s target group consists of people of different ages (the company produces both menswear and womenswear), but with a reasonable income and most importantly an interest in outdoor activities. This means Fjällräven does not focus on fashionability too much, as its target group finds functionality really important. This is also why Fjällräven does not really advertise in mainstream fashion magazines; one is more likely to find its advertisements in sports magazines. Another big part of Fjällräven’s promotion comes from its website and a special event the brand organises every year: The Fjällräven Classic, an annual trekking competition. Fjällräven clothing is available in monobrand and multibrand stores, as well as in multiple online shops. Price: €300 - €400


Jack Wolfskin The brand was founded in 1981 in Frankfurt, Germany. Today the headquarter is located in Idstein, near Frankfurt. The image of the brand is built up with protection being the core value. It is an outdoor brand and thus the image is focused on an active outdoor life and sportive adventures all around the world. This implements the brand‘s slogan: „Feel home outside.” As the brand is marketed as an outdoor brand most of the advertisements are found outside on billboards but also in magazines and on television. The trademark of Jack Wolfskin is a paw, which can be found on all their apparel. The target group is very broad as Jack Wolfskin produces apparel that is protective against rain, cold and wind but still focuses on current trends. Jack Wolfskin is available at their own stores, multi-brand stores and online. Price: €200 - €400


Khujo

Khujo was founded in 1996 by Tobias Schröder in Hamburg, Germany. He had a simple vision for his brand; coats inspired by the style of the movies in the 70’s.Nowadays the focus is still on jackets and coats but the assortment also includes tops, trousers and accessories. The apparel is produced with attention to details and function without losing the character and the main idea. The brand calls itself a Guerillabrand since it’s gained its popularity by word-of-mouth advertising. Today the brand also advertises in magazines. The brand’s target group is quite broad since the style can be worn by a variety of people. The main customers however are teenagers and younger men and women who appreciate the high quality of the Khujo apparel. Examples of this are the detailing with lots of pockets, fur trimmings, adjustable waist bands and good insulation in the winter wear. Khujo clothes are available at several online shops and at multi-brand stores. Price: €100 - €200


Levi’s

Oria nobisinis dolectum velit, cus ratiis ab inverit faceate mporera tquiandiosam qui beribus cillique nihic tores incius poriae esti conecabo. Suntore stiusae pe accus magnit adiam acculla cestiatur, te dit ma dolorehendis quo et reprate comnit pore porepel ignime dolorionsed quae nest, illenis et porposseque discit invenem porerum vendandae sequi tem quiam, od ut ad ellacitet, te sequame voluptatur aut aut enisci sum ra num aut elecatque vent, odi sed moluptas exped quatest estis aut apieni iminus. Cerspic tectentium eveless impellit, imi, que comnihiti nonsed maximaio. Ga. Ut abo. Feribus a accumet apiendis ne mil molestectur serum arunt volore lignis int re excereperit ma doluptae etur mo ma provide ndipiti repellab iur? Adignih icianda ntotatet accuptae et accus dunt eost proriatem aut eumquam, quiae eaque velessi ncient est faccuptate vid quae. Omnienis invenitas se vitis quia voluptatem re, ilicium quatur? Dit, sinveliquae nient, cuptaqu iasperchit fugit, qui ut ab ipsunti as molupti oribus dolupisquam abore estis netur magnist enihit vendam niaecte tusandel ipsam reptio et Volescit prernatur, quatae nulpa dolenec uptatio. Viduciae consedit vel mo exerum exceaquamus id molut rem etur si dolorei c


Mavi

Oria nobisinis dolectum velit, cus ratiis ab inverit faceate mporera tquiandiosam qui beribus cillique nihic tores incius poriae esti conecabo. Suntore stiusae pe accus magnit adiam acculla cestiatur, te dit ma dolorehendis quo et reprate comnit pore porepel ignime dolorionsed quae nest, illenis et porposseque discit invenem porerum vendandae sequi tem quiam, od ut ad ellacitet, te sequame voluptatur aut aut enisci sum ra num aut elecatque vent, odi sed moluptas exped quatest estis aut apieni iminus. Cerspic tectentium eveless impellit, imi, que comnihiti nonsed maximaio. Ga. Ut abo. Feribus a accumet apiendis ne mil molestectur serum arunt volore lignis int re excereperit ma doluptae etur mo ma provide ndipiti repellab iur? Adignih icianda ntotatet accuptae et accus dunt eost proriatem aut eumquam, quiae eaque velessi ncient est faccuptate vid quae. Omnienis invenitas se vitis quia voluptatem re, ilicium quatur? Dit, sinveliquae nient, cuptaqu iasperchit fugit, qui ut ab ipsunti as molupti oribus dolupisquam abore estis netur magnist enihit vendam niaecte tusandel ipsam reptio et Volescit prernatur, quatae nulpa dolenec up-


Parajumpers

Parajumpers was founded in 2005 as a sub-brand for the brand Ape and Partners, which was founded in1963. The brand‘s image is all about functionality. It promotes its apparel for its high quality and technological innovations. It is very important for the brand to create something unique and trend-related every season. The brand‘s name is part of the image as it refers to parajumping, where high quality and durability are the most important factors. This is also true for the brand’s apparel. The brand uses a special closure on their jackets which is related to parajumping. This is an important factor in the brand’s communication with the costumer. The consumer who buys a Parajumpers coat does not only buy a high-end coat but also the image of the brand; an active and sportive lifestyle. From the price levels of the coats is clear that the consumer buys a coat to last for several seasons, and he/she belongs to a well-earning part of society. Parajumpers is available online or in multi-brand stores. Price: €250 - €600


Stella McCartney Stella McCartney can be described as a mixture of sharp tailoring, minimalism, natural confidence and sexy, cool femininity. Stella McCartney enjoys a unique positioning as a modern, lifestyle, designer brand characterized by functional & eco friendly fashion. Ethical values lie at the heart of the brand’s identity. Stella McCartney is a high end ready-to-wear line. The collection also includes accessories, lingerie, eyewear, fragrance, organic skin care products and a children’s line. The Stella McCartney target group consists of cool and confident women who are not afraid to embrace simplicity and are interested in the ethical values that lie in the heart of the brand’s identity. The Stella McCartney ready-to-wear line is quite expensive and is mostly bought by young successful business women that range from their 20’s to mid-30’s. Ethical values are communicated through the entire product range, from organic products to non-leather shoes and accessories. The image of the brand lies in its ability to create green clothes. In ad campaigns elements that somehow refer to green fashion or the environment can certainly be found. The Stella McCartney collection is distributed over 50 countries worldwide and is sold throughout mono-brand, multi-brand and department stores, and through their own online store and high end online stores such as Net-A-Porter and My Wardrobe. Price: €200 - €2000


Tom Tailor

Oria nobisinis dolectum velit, cus ratiis ab inverit faceate mporera tquiandiosam qui beribus cillique nihic tores incius poriae esti conecabo. Suntore stiusae pe accus magnit adiam acculla cestiatur, te dit ma dolorehendis quo et reprate comnit pore porepel ignime dolorionsed quae nest, illenis et porposseque discit invenem porerum vendandae sequi tem quiam, od ut ad ellacitet, te sequame voluptatur aut aut enisci sum ra num aut elecatque vent, odi sed moluptas exped quatest estis aut apieni iminus. Cerspic tectentium eveless impellit, imi, que comnihiti nonsed maximaio. Ga. Ut abo. Feribus a accumet apiendis ne mil molestectur serum arunt volore lignis int re excereperit ma doluptae etur mo ma provide ndipiti repellab iur? Adignih icianda ntotatet accuptae et accus dunt eost proriatem aut eumquam, quiae eaque velessi ncient est faccuptate vid quae. Omnienis invenitas se vitis quia voluptatem re, ilicium quatur? Dit, sinveliquae nient, cuptaqu iasperchit fugit, qui ut ab ipsunti as molupti oribus dolupisquam abore estis netur magnist enihit vendam niaecte tusandel ipsam reptio et Volescit prernatur, quatae nulpa dolenec up-


The northface Recognized worldwide on all mountaintops and in deep valleys, the North Face produces functional and durable outdoor wear that is made with high standards. The brand focuses on a consumer that participates in outdoor sports such as hiking and mountain climbing. The company organizes camps and festivals for enthusiastic consumers such as The North Face® Snow Safety Camps and UK Banff Mountain Film Festival. This matches with their motto, which is: “Go outdoor and participate in our events.” The brand is known for the wide assortment of equipment it sells. Along with outdoor jackets and hiking boots it also sells a total base camp collection. The availability of stories written by exploring customers gives the consumer the feeling of enthusiasm to go out and participate in an outdoor sport. The brand does not only create outerwear for men and women, but also for children. By its wide range of shops, varying from online shops to mono-brand and multi-brand shops, the North Face is a widely recognized and easy to buy brand. The North Face is for those who pay attention to functionality, durability and affordability. Price: €200 - €300.


Vero Moda

VERO MODA was one of the first brands created by Bestseller A/S, a clothing company based in Denmark and one of the largest fashion companies in Europe. Bestseller also created brands like VILA, Jack & Jones, ONLY and Pieces. It has stores all over the world but has an extremely strong position in the Scandinavian market, where it has most of its stores. VERO MODA clothing is sold in monobrand stores, but also in stores that combine multiple Bestseller-brands and other multibrand stores. Apart from that, Bestseller has its own online store, and VERO MODA is also sold in other online stores. VERO MODA’s strategy is to be as efficient as possible, so that it can ensure the customer value for money, fashion and innovation. The company focuses on growth by conquering new markets and investing in the current markets. It has big billboards, a detailed website and its own magazine for promotion. VERO MODA says their target group is ‘young women’, but the brand is also quite popular with teenage girls, and as the brand is not too outspoken, it also appeals to some slightly older women. The customers see the quality as reasonable, especially when compared with the prices. They feel VERO MODA lives up to its aim of providing fashionable items, even though they are not too impressed with the company’s level of innovation. Price: €50 - €70


Vintage Industries The upcoming, Netherlands-based brand Vintage Industries’ image can be described as authentic and not trend-orientated. The brand uses the street as inspiration and then filters it down to the minimum, which is then combined with expert workmanship and quality materials. The brand describes its style as “less is more” for the streets. Their apparel is highly protective and made of high quality materials and finished without losing the rough look. Since the brand is still very small, advertisements are only to be found in magazines. The brand only manufactures clothing for men. Vintage Industries is available online or at multi-brand stores. Price: €80 - €150


Woolrich

After 180 years of traditional American fashion with a touch of Italian design, Woolrich still produces fashionable outdoor clothing and work wear for a challenging customer. The clothing company is an authentic brand that embraces the outdoor lifestyle. It operates with three different labels. The first one is Woolrich - The Original Outdoor Clothing Company - founded in 1830. The second one is Woolrich Woolen Mills. It only produces men’s products, almost exclusively made in the USA. It is the most expensive, designer-driven line of the three. Woolrich John Rich & Bros is the third label. It produces men’s, women’s and children’s products and is not quite as exclusive in distribution as the Woolen Mills line, but still very fashion-driven and has higher prices than the outdoor label. The Woolrich brand is recognized worldwide, offering functional, comfortable and durable men‘s and women‘s clothing and outerwear. The brand uses innovative fabrics for a high performance and produces well-designed home and living products as well as accessories for the garden. The manufacturer of the iconic parkas is opening concept stores, using showrooms and even showing its collection at Mercedes Benz Fashion Week. In ad campaigns, printed media and online, Woolrich is clearly present. It even cooperates with online blogs to reach a younger generation. Its target group ranges from a young age up to the age of 60+, with a higher income, a personal preference for good quality and an interest in outdoor lifestyle. Woolrich is available in mono- and multi-brand stores as well as in its own and other online shops. Price: €200 - €600


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