DEAR
PARTNER
With this B2B brand book we welcome you to the POM Universe. We will walk you through our brand DNA, share our vision and outline our unique proposition so that you are able to position POM at the right retailers. With all this info, we aim to strengthen our market presence and foster an even more successful partnership with you.
With Love, Liesbeth & Violet Founders of POM
“Inspired by the feeling that life is a party, POM adds a splash of colour and energy to every day.
POM is your Daily Dose of Up.”
Amsterdam based brand POM Amsterdam is making waves since 2011. Starting out as a company that made colourful high-quality scarves, sisters Liesbeth and Violet Lotgering soon turned their can-do-mentality to clothing as well.
Coming from an entrepreneurial family and a greatgrandfather who founded the renowned Royal Talens oil paint company, it’s no wonder colour and creativity runs through their veins. It shows: every print is handmade from scratch, with varying techniques that fit the story to be told. The sisters love to sprinkle happiness to everyday life, through outfits with invigorating hand-painted prints. Inspired by the feeling that life is a party, POM adds a splash of colour and energy to every day. POM is your Daily Dose of Up.
POM Amsterdam is a family business. While Violet is the conceptual mind and creative brain, Liesbeth has the best strategic and commercial capacities. They are a strong team, reinforced by a beautiful bunch of people that make up the team of POM Amsterdam. Each with their own strength and say in the collection, making the POM product stronger every season.
SUSTAINABILITY
At POM Amsterdam we strive for more sustainability. We operate with care for people, animals and nature and we continuously look for ways to improve the way we do business. This year, 70% of styles are produced with eco-friendly fabrics, such as Lenzing EcoVero, organic cotton, and GOTS-certified fabrics. We continue to work with Good Shipping to invest in sustainable biofuels for shipping and achieve CO2-neutral shipments.
Confetti, disco dip and rainbows year-round!
Welcome to the POM Universe. Our invitation to join our colourful club awaits.
POM UNIVERSE
THE NEXT IMAGES CONVEY OUR POM UNIVERSE
This short phrase captures the essence of our brand.
TAGLINE
Daily Dose of Up
POM Amsterdam offers a daily dose of dopamine dressing, a little spark to lift the mood. We love to combine the ordinary with the extraordinary. Elevate ice cream with sprinkles, shower the table with confetti, wear a jeans jacket with glitter pants. Grab that mood and dress up, up, up!
Our desired future state and reason for being.
VISION & MISSION
POM VISION
We believe women spread a spark everyday. Step into a world of ‘yay and hurray!’, where style is the tool to express yourself.
(DESIRED FUTURE STATE)
POM MISSION
We’re here to kickstart women’s expressive engine: to be curious, to dress up and to have fun. We like to fuel their fire and cheer them on.
(REASON FOR BEING)
We’re so much more than a few words. But if we must choose, these four do a pretty good job at describing us.
RADIATING // CONFIDENT // WE CHEER YOU ON // CURIOUS
PERSONALITY
BRANDBOOK // B2B
WE ARE RADIATING
We are expressive, outspoken and open-minded. We have tons of energy and we hope it rubs off. What we wear shows who we are. Feel free to hop on for the dopamine ride and follow your ambitions, opt for adventure and fun –just like we do. Pay the vigour forward!
WE ARE CONFIDENT
We embrace who we are, trust our instincts and easily stand out of the crowd. We appreciate ourselves –totally and wholly. Confidence feels good, and it shows.
WE CHEER YOU ON
We cheer each other on – including you. No side eyes, but high fives. We have each other’s back, pinky promise. Loyal to our sisterhood, we take care of each other like family. We have a big heart and we hope to touch people with our positive energy.
WE ARE CURIOUS
We’re curious and like to experiment. The routine breakers and differentminded are welcome. New ideas and people, this way please. We love life –every slice of lemon and surprise.
This is what we stand for and what gives us direction.
SISTERHOOD // MAXIMALISM // CREATION
SISTERHOOD
Encourage each other, lift each other up, celebrate achievements big and small. When we act together, magic happens.
MAXIMALISM
We love to go all-out. Imagination is our compass, experimentation our fuel. We like our outfits to sing, swing and express joy.
CREATION
We love the creative process, to dream up something new. We do this with great attention to detail, quality and true craftsmanship. We have an image in mind, dive in, dig in and start experimenting. It brings the unexpected to life.
The unique selling points our brand offers, showcase:
A PIECE OF JOY // FABULOUS WITHOUT THE FUSS // ALWAYS ON
BENEFITS
BRANDBOOK // B2B
Dress for yourself and have fun while you’re at it. Whether you opt for a pop of colour or go full-on disco, wear it your way. Spice things up or go for stunning with ease – whatever fuels your inner spark.
REASON TO BELIEVE
Multi-wearable items with popping colours, out-there prints, surprising details and lush fabrics, for mixing and matching in various ways to create your own look.
A PIECE OF JOY
Hello to looking and feeling uncompromisingly fabulous. Bye to itchy bitchy materials. We know better than fussy fashion: our pieces are made to make you look amazing, while they’re easy to throw on and make you feel good throughout your day. Compliments incoming!
REASON TO BELIEVE
Statement pieces that make you look stunning with little effort, made of qualitative fabrics with easy wearability and comfort in mind.
FABULOUS WITHOUT THE FUSS
We inspire you to share the sparkle yearround. Glitters are not just for Christmas, and autumn doesn’t have to mark the end of brightly coloured wardrobes. Our pieces are for every mood and always go – whatever is on your calendar for the day. Plus, they keep on giving their magic. Every year, another day, another party.
REASON TO BELIEVE
We have festive pieces, glitters and colour all year long, not just in summer or December. We offer a diverse collection with items for every occasion and every mood, that stand out each season. All pieces are created with quality and more and more sustainable fabrics, made to last.
ALWAYS ON
The POM Aspirational audience can be translated into different buyer audiences and their favourite shopping environment.
ASPIRATIONAL AUDIENCE // BUYER AUDIENCE
TARGET AUDIENCES
BRANDBOOK // B2B
ASPIRATIONAL AUDIENCE
30 - 40 years old single or married mostly kids under 11 lives in a city or smaller town owns an apartment or house higher or university education works 4 days a week 2 times median income shopping: mostly online, offline during city trip
INTERESTS
city trips, holidays in Europe, concert, museum, theatre, restaurants, café
SOCIAL MEDIA // Instagram, Pinterest, LinkedIn
NEWS // de Volkskrant, NRC, NOS.nl, Het Parool
MAGAZINES // Harper’s Bazaar, Jan, Linda, &C, VT wonen
FESTIVALS // food festivals, De Parade, Pride, ADE, Lowlands, Into The Great Wide Open
RADIO // Radio 538, 3FM, QMusic, BNR
SPORTS // running, yoga, padel, tennis, bootcamp
BRANDS // ByBar, Yaya, Maje, Ba&sh, American Vintage, Sandro, Lois, Sézane, Co Couture, Mos Mosh, Samsoe
Samsoe, Selected Femme
SHE HAS
Our POM woman is a vibrant professional with a ‘can do’-mentality. She chooses the sunny side of life and radiates a fun-loving energy that inspires those around her. Driven by ambition and passion, she pours her heart into everything she does. She enjoys a dynamic life and thrives amidst the hustle and bustle. In her fast-paced lifestyle, she’s constantly seeking the right balance between friends & family, work and health.
SHE IS
Creativity flows through her, drawing inspiration from art, culture and city trips. Once a year she tries to spend a few weeks abroad to soak up new inspiration. She stays informed about world events and loves a good conversation with others. For an occasional adrenaline-rush, you’ll find her at festivals or dance events. When it comes to lifestyle and fashion, she turns to social media, inspirational websites, and influencers.
SHE WANTS
She wants to look good in a natural and casual way, without overcomplicating things. When special occasions arise, she has fun dressing up and putting effort into looking stylish. Her style blends coolness and femininity and she loves a bit of extra extra, through colour and details. While she spends a lot of time online, she also enjoys shopping at stores, both high-end warehouses (like de Bijenkorf) and smaller (vintage) boutiques.
SHE LOVES
A lover of beautiful and high-quality products, she’s conscious of the environmental impact of consumer goods. Sustainability is something she takes in consideration when buying, valuing brands that prioritize eco-friendly production and products built to last. She’s willing to fork out the money for something she loves and trusts.
TARGET AUDIENCES
BUYER AUDIENCES
The POM buyer group partly covers the aspirational audience and extends to a slightly younger and an older audience. We have split our buyer groups in three stages of life. Common ground between these audiences are their buzzing energy and go-getter spirit.
THE YOUNG GO-GETTER
She’s at the start of her career and lives in a city. She’s energetic, vibrant and curious what life has to offer. She divides her time between work, friends, dance events and sports classes, with some leisure time at home thrown in for good measure.
25 - 30 years old single or together mostly without kids lives in a city rents an apartment (alone or share) higher or university education works full time
1 to 2 times median income shopping: mostly online, offline during city trip
INTERESTS
city trips, distant travels abroad, terraces, clubs, café
SOCIAL MEDIA // Instagram, Pinterest, TikTok
SPORTS // crossfit, fitness, sports classes, yoga, hockey, football
BRANDS // Harper & Yve; Loavies, Stieglitz, Lolly’s Laundry
THE ALL-IN-ONE WOMAN
(ALSO OUR ASPIRATIONAL AUDIENCE)
She’s at the top of her work game and juggles her career with her private life. She often has children under 11 years old, so her energy is directed towards care, family life, friends, work and sports. She likes to look dashing without too much of a hassle.
30 - 40 years old single or married mostly kids under 11 lives in a city or smaller town owns an apartment or house higher or university education works 4 days a week 2 times median income shopping: mostly online, offline during city trip
INTERESTS
city trips, holidays in Europe, concert, museum, theatre, restaurants, café
SOCIAL MEDIA // Instagram, Pinterest, LinkedIn SPORTS // running, yoga, padel, tennis, bootcamp
BRANDS // ByBar, Lois, Mos Mosh, Selected Femme, Yaya, Suncoo, Co’Coture, Fabienne Chapot, Ba&ash; American Vintage; Rich & Royal
THE LAVISH LIFESTYLE LADY
She has reached peak career and is ready to shift focus to a more tranquil lifestyle. Children are getting older, giving her more leisure time to wine and dine with friends, go shopping and do sports.
40+ years old mostly married kids 11+ years old lives in a smaller town owns an apartment or house higher or university education works parttime 3-4 days a week 2 times median income shopping: 50/50 online and offline
INTERESTS
city trips, distant travels abroad, skiing, concert, opera, museum, theatre, literature, restaurants, café, cinema
SOCIAL MEDIA // Instagram, Facebook, LinkedIn
SPORTS // golf, yoga, swimming, biking, hiking
BRANDS // Dante6, 10Days, Sofie Schnoor, Xandres, Essential Antwerp, Me369; Des Petit Hauts
POM buyer audiences will buy POM in different store types.
RETAIL AUDIENCES
BRANDBOOK // B2B
1 // high service level
2 // knowledgeable buyers & staff
3 // dedicated brand positioning
4 // high level of VM
5 // data driven
6 // high experience level
7 // dedicated customer group
8 // big catchment area
9 // big reach via their socials to their customer group
FASHION HOUSES
DEPARTMENT
STORES // ONLINE PURE PLAYERS BOUTIQUES
MARC O’POLO STUDIO ANNELOES
MOSH YAYA XANDRES
ISABEL
FABIENNE CHAPOT
SCOTCH & SODA
As POM we believe in supports. Our POM Incentive programme support our retailers in making the next step with us.
INCENTIVE MENU & SERVICES
EUROPE
POM STANDARD SERVICES
daily customer service
easy access B2B Portal
Fashion Cloud / Orderwriter
full use of POM content
free logo sign & POS
free & fast re-order shipment < €250
mark-up main collections 2.7
MENU LIGHTHOUSE DOORS
(MAX 2 SEASONS) // MIN €7.500
SWAP option
mark-up as of 2.8
SWAP option
EOS return 10% after sales
free rails & hangers, logo sign marketing support
POM brand training & VM tool
free logo sign & POS
requirements (menu lighthouse doors)
impact retailer, new only buy representing POM DNA / story
share weekly sell out overview / orderwriter
dedicated location in store
dedicated location of 15M2 in store (SIS)
brand ambassador
PRE-ORDER INCENTIVE
Ask your local agent for POM incentive program and requirements.
POM PARTNER SHOP IN SHOP
// MIN €15.000
free rails & hangers mark-up as of 2.9
SWAP option
EOS return 10% after sales marketing support
seasonal free outfit for brand ambassador
POM brand training & VM tool free logo sign & POS
requirements (POM partner shop in shop)
matching positioning dedicated location of 15M2 in store (SIS)
share weekly sell out overview / orderwriter
buy representing POM DNA brand ambassador
Have a look at our seasonal deliveries & price build up.
SEASONAL FLOW
SPRING SUMMER
FALL WINTER (140 OPTIONS) (140 OPTIONS)
BLOUSES
DRESSES
PANTS
PULLOVERS
SWEATERS
T-SHIRTS
JACKETS
€ 119 - 179 € 119 - 199 € 109 - 159 € 99 - 159 € 99 - 129 € 54 - 79
SHAWLS
BLAZERS
GILETS
JEANS TOPS
TURTLENECKS
ACCESSORIES
ESSENTIALS (50 OPTIONS)
49 - 109
