BRANDING IN EVERY DETAIL

På Havnen i Horsens har Studio 9 sit domicil og showroom. NU møder sales director Rasmus Ravnholt til en snak om virksomhedens relevans for mode- og livsstilsbranchen.

Studio 9 has its domicile and showroom in Horsens, Denmark. NU meets sales director Rasmus Ravnholt for a chat about the company’s relevance to the fashion and lifestyle industry.

AF HELLE MATHIESEN

Studio 9 har udviklet sig fra at være produktfokuseret til at blive leverandør af koncepter.

- Det kan være koncepter, der udvikles eller videreudvikles i tæt samarbejde med brands og detailkæder, eller det kan være udvikling af for eksempel trim eller inspirerende butiksuniverser, som forstærker et allerede veludviklet koncept, forklarer Rasmus Ravnholt indledningsvist. Han uddyber:

- Studio 9 består af flere business units, som tilsammen gør os unikke og stærke. Det betyder, at vi kan supportere kunder i fashion og lifestyle-branchen på hele deres brandingrejse. Vi kan udvikle og levere alt fra vinduesdekorationer og mannequiner til racks, bøjler, packaging og trim. Vi sikrer en rød tråd i den visuelle identitet gennem valg af materialer, produkter, farver og så videre. Vi har et produktions-setup, som gør, at vi også kan føre de visuelle ideer ud i livet. Vores kollegaer på egne indkøbskontorer i Tyrkiet, Kina, Indien og Bangladesh er med i hele processen og kan garantere, at vore leverandører og underleverandører producerer under ansvarlige forhold. Vi har derudover ingeniører ansat, som optimerer produktionsprocesser og sikrer den bedst mulige logistik.

TEKNOLOGISK GAMECHANGER

Med skræddersyede løsninger skaber Studio 9 produkter, som bidrager til en spændende og gennemført brand experience. - Her kan vi tilbyde såvel effektivitet som kreativitet. Vi er inde i alle lovkrav gennem hele værdikæden. Vi har den knowhow, der skal til, for at udvikle korrekte care labels og produktbeskrivelser gældende på forskellige markeder. Vi har endvidere fulgt med de teknologiske innovationer i markedet og udviklet digitale løsninger til vores kunders behov. For eksempel har vi udviklet et digitalt system, hvor forbrugeren med sin mobiltelefon scanner en QR-kode, som er printet i for eksempel en sweatshirts label. QR-koden er unik for dette stykke tøj, og den kan give forbrugeren alle ønskede oplysninger om vaskeanvisning, hvilke materialer, der indgår i tøjet, hvor stor en andel, der er for eksempel genanvendt eller certificeret som økologisk, hvor sweatshirten er syet, hvor tekstilet stammer fra og så videre. Hvis forbrugeren senere hen ønsker at sælge sweatshirten på en salgsplatform, er QR-koden stadig aktiv og kan anvendes, når sweatshirten skal gen-sælges, fortæller Rasmus Ravnholt, der tror denne teknologi kan blive en gamechanger i forhold til transparens og bæredygtighed i fremtiden.

Skaber Relationer

Det er Studio 9’s mål at blive mode- og livsstilsbranchens foretrukne partner på såvel den kreative som den produktionstekniske del. Virksomheden har ambitioner om at vokse på både hjemmemarked og eksportmarkederne – senest har Studio 9 åbnet et salgskontor i Amsterdam.

- Og så er det vigtigt at pointere, at alt det, vi kan tilbyde, intet er værd uden vores dygtige medarbejdere, som forstår at skabe tætte relationer til både kunder og leverandører. Vi går gerne den ekstra mil for vores kunder og gør alt for, at de trygt kan lægge deres opgaver i vores hænder, slutter Rasmus Ravnholt.

Summary

Studio 9 has evolved from being product-focused to becoming a supplier of concepts.

- It can be concepts that are developed or further developed in close collaboration with brands or retail chains, or it can be the development of, for example, trim or inspiring store universes that reinforce a well-developed concept, Rasmus Ravnholt explains. He elaborates:

- Studio 9 consists of several business units, which together make us unique and strong. This means that we can support customers in the fashion and lifestyle industry throughout their branding journey. We can develop and supply everything from window decorations and mannequins to racks, hangers, packaging and trim. We ensure a common thread in the visual identity through the choice of materials, products, colours and so on. We have a production setup which means that we can also bring the visual ideas to life. Our colleagues at our own purchasing offices in Turkey, China, India and Bangladesh are involved in the entire process and can guarantee that our suppliers and sub-suppliers produce under responsible conditions. We also employ engineers for optimizing production processes and ensuring the best possible logistics. With tailor-made solutions, Studio 9 creates products that contribute to an exciting and complete brand experience.

- We offer both efficiency and creativity. We comply with all legal requirements throughout the value chain. We have the necessary know-how to develop correct care labels and product descriptions applicable in different markets. We follow the technological innovations in the market and have developed digital solutions matching our customers’ needs. For instance, we have developed a digital system where the consumer via a smartphone scans a QR code printed in, let’s say, a label in a sweatshirt. This QR code is unique to this piece of clothing, and it can provide the consumer with all desired information about washing instructions, which materials are included in the clothing, how large a proportion is, for example, recycled or certified as organic, where the sweatshirt is sewn, where the textile originates from and so on. If the consumer later wants to re-sell the sweatshirt on a sales platform, the QR code is still active and can be used again, says Rasmus Ravnholt, who believes this technology can be a game changer in terms of transparency and sustainability in future.

It is Studio 9’s goal to become the fashion and lifestyle industry’s preferred partner on both the creative and on the technical production side. The company has ambitions to grow in both the domestic market and in export markets - most recently Studio 9 opened a sales office in Amsterdam.

- And then it is important to point out that all of our products are worth nothing without our skilled employees, who know how to create close relationships with both customers and our suppliers. We like to go the extra mile for our customers and to ensure that they can confidently put their tasks in our hands, concludes Rasmus Ravnholt.

About Studio 9

Studio 9 offers branding concepts for every facet of visual identities. The company provides retail chains and fashion brands with a cohesive, effective and simple solution that takes advantage of Studio 9’s global network. This means that clients have the advantage of working with one trusted supplier who fully understands the brands’ needs and requirements.

Studio 9 creates complete in-store and visual merchandising and all elements of trims, and the strength lies in the local and global network of suppliers, which generates a wide variety of products from a vast selection of raw materials.

Studio 9 customises products and concepts that create a unique visual brand experience and transform any fashion or lifestyle store into a place of inspiration, working with the individual brand message in mind and close attention to detail.

Studio 9 Denmark A/S was established in 2014 as part of the Nine United family of businesses. With many years of experience in manufacturing commercial interior concepts, the capabilities range from global roll-outs to national store set-ups, shop fit solutions and complete retail environments.

studio-9.dk

Det ikoniske tyske modebrand DRYKORN er en af CIFF x Revolvers nye markante udstillere. Mærket er repræsenteret i Skandinavien af The Agency.

The iconic German fashion brand DRYKORN is one of CIFF x Revolver’s new significant exhibitors. The brand is represented in Scandinavia by The Agency.

C2-040 drykorn.com

Morten Faarbæk, der senest kommer fra en stilling som international sales manager for Les Deux, har etableret sit eget agentur og fået skandinavisk forhandling af det kendte, tyske modebrand DRYKORN. Tidligere har Morten Faarbæk arbejdet med mærkerne Tiger of Sweden og SAND. DRYKORN synliggør sin tilbagekomst til Norden med en omkring 100 kvadratmeter stor stand på CIFF x Revolver i Bella Center.

- Vi kommer til at markere os tydeligt på messen, hvor der bliver fokus på herretøjskollektionen. Det er min strategi at satse på herresiden i det første års tid og derefter udvide med damesiden, siger Morten Faarbæk, da NU er forbi i Aarhus, hvor han har showroom og kontor.

- Min strategi med at tage et step ad gangen matcher DRYKORNs tilgang til udvikling. Da ejeren Marco Götz etablerede DRYKORN i 1996, havde han udelukkende fokus på kategorien herrebukser. Senere udvidede han lidt efter lidt med én kategori ad gangen, og i dag står DRYKORN med en total kollektion samt sublabels på damer og herrer, forklarer tøjagenten, der allerede efter få måneder har fået betydningsfulde forhandlere på kundelisten.

Skaber Udvikling I F Llesskab

- Jeg ønsker at finde retail-partnere, som jeg kan udvikle DRYKORN sammen med. DRYKORN er kendetegnet ved lækker design i holdbare kvaliteter. Det har et godt prispunkt, som tillader forhandlerne at tjene penge på det. Kollektionerne er opbygget, så de er nemme at overskue og lette at mixe og matche – og det er for eksempel tilladt at splitte suits i pieces, hvis man ønsker det. DRYKORN indeholder items til både fritid, job og fest, udtaler Morten Faarbæk. Han tilføjer: mentere sin status som skandinavisk modeplatform, udtaler han.

- Målgruppen for DRYKORN er de cirka 35-45 årige. Stilmæssigt har mærket forskellige linjer, som samlet set rammer bredt. For eksempel består linjen DRYKORN Drynamic af travel suits og konfektion, men DRYKORN generelt har et mere casual look. 2DY4 er eksklusive DRYKORN pieces i ekstra eksklusive kvaliteter og en helt fantastisk finish. Den linje er målrettet udvalgte forhandlere, som har et øvrigt sortiment, som matcher dette high level segment.

DRYKORN tilbyder desuden et bredt NOOS-program og har en velfungerende B2B-platform, som gør det nemt for detailhandlerne at supplere fra lageret i Tyskland.

På CIFF x Revolver viser DRYKORN sin kollektion til Spring 2024.

I The Agency forhandler Morten Faarbæk ud over DRYKORN også Denim Projects og ACT SOCIAL.

Summary

Morten Faarbæk, who most recently held the position as international sales manager at Les Deux, has established a Scandinavian sales agency with the iconic German fashion brand DRYKORN as the leading brand. Previously, Morten Faarbæk has worked with Tiger of Sweden and SAND.

DRYKORN makes its comeback to the Nordics very visible with a 100 square meter large booth at CIFF x Revolver in Bella Center Copenhagen.

- We will mark our presence at the trade fair, where the focus will be on the menswear collection. It is my strategy to focus on menswear in the first year and then expand with womenswear, says Morten Faarbæk. He adds:

- My strategy of taking one step at a time matches DRYKORN’s approach to development. When owner Marco Götz established DRYKORN in 1996, he focused exclusively on the men’s trousers category. Later, he expanded little by little with one category at a time, and today DRYKORN stands with total collections for women and men, explains the clothing agent, who already after a few months has important customers onboard.

- I want to find retail partners with whom I can develop DRYKORN. DRYKORN is characterized by great design in durable qualities. It has a good price point which allows the retailers to make money from it. The collections are structured so that the items are easy to mix and match – for instance it is allowed to split suits into individual blazer and trouser pieces, if you wish to. DRYKORN contains items for leisure, work and parties, says Morten Faarbæk.

The target group for DRYKORN is about 35-45 year old men and women. In terms of look, the brand has different lines and thus targets different segments.

About Drykorn

DRYKORN was founded in 1996 and soon developed into an international fashion label. DRYKORN aims to shape a sustainable idea in a temporal context with high quality, creating iconic pieces that are still appropriate years later. Fashion that is not about higher, faster, further, but emphasizes and flatters the personality of the wearer.

MESSE SOM NORDISK PLATFORM

Morten Faarbæk ser frem til at udstille på CIFF x Revolver og til at gøre et stærkt comeback med DRYKORN, som har været ude af det skandinaviske marked i omkring 10 år.

- Jeg synes, det er perfekt, at messerne er slået sammen, så branchen ikke længere er spredt for alle vinde. Nu har København chancen for at ce -

- The DRYKORN Drynamic line consists of travel suits and formal wear, while DRYKORN generally has a more casual look. 2DY4 are exclusive DRYKORN pieces in extra fine qualities and an absolutely fantastic finish. This line is targeted selected dealers carrying other brands at highest level, Morten Faarbæk explains.

DRYKORN also offers a broad NOOS program and has a well-functioning B2B platform, which makes it easy for retailers to supplement from the warehouse in Germany.

Morten Faarbæk is looking forward to exhibiting at CIFF x Revolver and to make a strong DRYKORN comeback at the Nordics. At the trade fair, DRYKORN will show its collection for Spring 2024.