Soyaconcept Brandbook

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BRAND BOOK #01-21


CONTENT

0 1 .

BRAND

3

0 2 .

VISION

4

0 3 .

VALUES

5

0 4 .

OUR STORY

6

0 5 .

SUSTAINABILITY - RESPONSIBILITY

7 - 8

0 6 .

CSR

9

0 7 .

THE WOMEN WE DRESS

10

0 8 .

COLLECTION FLOW

11

0 9 .

THE PEOPLE BEHIND

12 - 14

1 0 .

WHY CHOOSE US?

15

1 1 .

MARKETING

16

1 2 .

SALES REPRESENTATIVES

17

1 3 .

CONTACT

18

S OY A C O N C E P T

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01. BRAND

Soyaconcept is a colourful, feminine brand. We

We launch six collections yearly.

offer fashionable, high-quality womenswear, from

They’re playful, yet elegant, designs, light-hearted

skirts to shirts, at affordable prices, making it

prints and high-quality fabrics. They’re prints and

possible for every woman to easily follow the latest

pieces to create a striking outfit with little effort.

trends. That in itself may not be all that unique, but this is: Our collections are made for women. The

We’ve tried and tested every style we offer. As the

female shape is our shape.

markets demand change and evolve, so do we. We’re openminded and curious, always driven to

Sustainability means a great deal to us. As a

explore new initiatives.

fashion company, we are continuously acting on and adjusting to the increasing demands for a

We’re Danish, we’re solid and we’re here to bring

more responsible approach to our environment

everyday fashion to all women. We call it

and our planet. We’re on a journey towards a

comfortably uncomplicated.

more sustainable future. With small steps and great engagement, we’re indeed on the right path towards a more sustainable future for fashion.

COMFORTABLY UNCOMPLICATED

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02. VISION

Being the best partner to our customers, continuously

The quality of our products is always higher than

adding to their success while reducing our negative

the number on the price tag. We want to always

impact on the environment to improve the planet’s

offer fashionable clothing for women, where high

health for future generations.

quality matters more than the price and where quality is always available for less.

We want to be front runners in service and development, and continuously improve our customer service to strengthen our customers’ business with a strong focus on e-commerce and digital empowerment.

WE SUCCEED TOGETHER

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03. THE SOYACONCEPT VALUES

JUST THREE SIMPLE STATEMENTS BECAUSE THIS IS HOW WE SUCCEED - TOGETHER Everyone at Soyaconcept work for and with you. Our most important value is to be there for you while offering high quality at affordable prices through more sustainable production. We want to be the best partner possible and offer you what you need to succeed in your business. The happier and more content you are, the happier and more content we are.

W E W ORK FOR AND W I TH Y OU . W E’ RE H ERE FOR Y OU .

MORE S U S TAI NABL E P RODU CTI ON

W E OFFER H I GH QU AL I TY AT AFFORDABL E P RI CES

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04. OUR STORY

On a Tuesday afternoon in February 2002, Danish

built on “hygge” and comfortably connected

Torben Brodersen and Thomas Viller acted on their

locals, they transformed their initial idea into a

beliefs, passion and drive. From their hometown,

business with now more than 80 employees.

Sønderborg, in the southernmost part of Denmark, they established Soyaconcept.

Soyaconcept has branched out since then and is

Viggo Jensen took a chair in the director’s office

now present throughout Europe. We believe the

that same year and became a big part of the

success of the Soyaconcept collections is a

company until he well-deservingly retired five

reflection of our ability to meet the continual

years later.

changes in fashion, constantly designing new styles that respond to customers’ desires.

They hired Marianne who lived next door and, surrounded by the lush fields and small villages

2002

2008

Company established

2009

2010

3rd ‘Gazelle award’ for outstanding and consistent business growth Thomas Viller & Torben Brodersen are selling Shares to 3i Group

And, yes, Marianne still works here.

2011

2015

German company established

New Head Office

2021

2019

Digital Strategy & E-com/Webshop online

Thomas Viller & Torben Brodersen are purchasing back Shares from 3i Group

2022

20 Years Anniversary

Sustainable Fashion Future strategy

OUR STORY IS WHO WE ARE BELIEFS, PASSION AND DRIVE

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05. SUSTAINABILITY - RESPONSIBILITY

OUR JOURNEY You probably won’t even notice, but we’ve made

offer you the garments and the look you know and

it even easier for you to be a more responsible

love - simply made with more love and produced

consumer: A large part of our collections is already

more sustainably.

sustainable. Tomorrow, it will be an even bigger part. Since 2018 we’ve had a strong focus on

We try to do better in all aspects of our business

sustainability and increased our efforts immensely

and for us, the journey to becoming more

as we acknowledge that our industry has a

sustainable does not stop with the production of

significant impact on the environment.

our garments. It’s integrated in everything we do. It’s becoming a natural way of thinking for us and

Transparency and traceability of our products play

it impacts every aspect of our reality. We invest in

an important role and we’re proud of the close

sustainability. Not because we have to, but

and long-standing relationships we have with our

because it’s the right thing to do.

manufactures to ensure this. Focusing on having a safe and responsible production means we’re

So no, you might not notice it, but we focus on it

continuously adjusting our production methods to

every single day.

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05. SUSTAINABILITY - RESPONSIBILITY

CLASSICIFICATION OF SUSTAINABLE MATERIALS: The materials we use are a big part of our total

which proves the claim of a lower environmental

environmental impact. Acknowledging this, we

impact compared to conventional alternatives.

have set goals to minimise the impact of our raw materials as much as possible, without affecting

We have strict demands for our sustainability

the good quality and design you already know

classifications. Every classified product has been

and love.

through a comprehensive evaluation and will only receive its classification when fulfilling every single

We define a garment as sustainable if 50 percent

aspect. We can’t say it enough: sustainability is of

or more of the material used has a certification,

enormous importance to us.

RECYCLED POLYESTER

ORGANIC COTTON

SUSTAINABLE VISCOSE

PRODUCED CERTIFIED SUSTAINABLE MATERIALS: In 2021 we’ll reach an important milestone as we achieve a level of at least 28 percent sustainable production. We continuously strive to increase this level and our goal is to reach a minimum of 45 percent sustainability production by 2025.

2020 Organic Cotton: 5% Sustainable Viscose: 8 % Recycled Polyester: 3 %

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2021 Organic Cotton: 5% Sustainable Viscose: 12 % Recycled Polyester: 11 %

2025 Organic Cotton: 10 % Sustainable Viscose: 20 % Recycled Polyester: 15 %

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06.CSR

CORPORATE SOCIAL RESPONSIBILTY Being responsible as a brand and as a company is of high priority to us. From production and suppliers to code of conduct and care labels, we put a great deal of effort into ensuring we can vouch for it. These are the specific Soyaconcept initiatives: SOCIAL RESPONSIBILITY We put a great deal of effort into ensuring that the factories we work with follow all our requirements concerning environmental issues and working conditions. We want to contribute to achieving a better future for all of us. We have embarked on the journey of being a part of the solution and we strive to do better every day and to contribute to our field. OUR VALUES In Soyaconcept we care deeply about people. We continuously work towards the development and use of more environmentally friendly technologies and processes. We will never stop trying to improve and do better. CODE OF CONDUCT We keep a close relationship with our suppliers, all of whom have signed our Code of Conduct and our policies on Child Labour and Anti-Slavery that lay out our requirements on human and labour rights and environmental protection. We believe commitment and continuous improvement of an ethical business will benefit all – environmentally, economically and socially. ANIMAL WELFARE We do not allow animals to be harmed in the name of fashion. Animals used for our products must not be exposed to pain but treated with dignity and respect according to animal welfare laws and international recommendations. All our suppliers of animal originated materials have signed our Code of Conduct and our Animal Welfare Policy and agreed to work with us to increase transparency and traceability in our supply chain. CHEMICAL RESTRICTIONS All our suppliers have signed and committed themselves to follow our chemical restrictions. Our chemical restrictions set the limits for the substances used in manufacturing, packaging and transportation of all our products. We have a testing programme with a strategic approach in testing our garments for hazardous chemicals. Our chemical restrictions are aligned with REACH and the highest standards within our industry. Every day is a step in the right direction. Every year we donate a substantial amount to charities and when you shop Soyaconcept, you can rest assured that all hangtags are FSC certified, and all labels are made from recycled polyester. Our printed marketing materials have been replaced by digital ones, and we no longer produce plastic bags – you’ll take your new Soyaconcept style home in a more sustainable non-woven carrier bag. Please go to soyaconcept.com for more information on our CSR politics. S OY A C O N C E P T

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07. THE WOMEN WE DRESS

WE DESIGN FOR WOMEN

IT’S NOT THAT COMPLICATED

Our main target group is 25 years and above, but usually our designs find their new homes with the more mature woman who values trusted brands. Brands she can count on. Styles she knows will effortlessly give her an on-point look without making her stand out in the crowd. She values quality, recognisability and being on-trend without being a first mover. She cares about family, friends and society. She thrives in social contexts. She embraces femininity and dresses comfortably in skirts, prints, feminine shapes and cuts. And she keeps coming back. We’ve noticed that we have a lot of loyal customers who keep coming back to Soyaconcept to freshen up their wardrobe, buying the same trusted style as she did last year – this time in new and updated colours. We like that. Actually, we live for that.

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08. COLLECTION FLOW

Our collection offering is just as uncomplicated as everything else that we do. We offer six main collections throughout the year. Our outerwear offering is part of the pre-collections (Pre-Spring and Pre-Fall). We offer NOOS - the popular basic styles that are easily supplied throughout the year. We offer Express styles in the seasons – they’re in-season trends with fast delivery.

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COLLECTION

SALES PERIOD

DELIVERY

Pre Fall / Outerwear

Nov - Jan

June / Sept

Fall

Jan - Mar

Aug - Sept

Winter

April - May

Oct

Pre Spring / Outerwear

May - June

Dec / Feb

Spring

July - Sept

Jan - Mar

High Summer

Oct - Nov

April - May

NOOS

All season

On stock

Express

In season

In season

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09.THE PEOPLE BEHIND

THE FAMILAR FACES OF SOYACONCEPT

René Kragh Hansen, Sales Manager The first thing René does when he arrives at the office is greet everyone. Not just the usual “Hello” but a heartfelt ”Hello! How are you?” He then continues asking about your weekend, your day, your family, because René is the kind of guy who truly cares about people. And we know because he’s been our valued colleague for 15 years. René is our internal Sales Manager. He knows the dos and don’ts, the shortcuts and the smart thing to do. When you call us it’ll most likely be René picking up. Because, as we mentioned, he loves people.

Meet René, Sales Manager “I love any form of problem-solving and I wake up every day with a smile on my face knowing that I’m picking up the phone and speaking to our fantastic customers. I am happy to contribute to their success.”

Meet Dorthe, Accountant “What I like the most is the close relationship I have with our customers. It’s like an extended family! I feel lucky to be part of their business and help solve accounting related issues.”

Dorthe Asmussen, Accountant Soyaconcept wouldn’t be the same without Dorthe. She’s impeccable when it comes to numbers and budgets and she’s naturally on top of our core markets DK, NO, IT and UK. Actually, she’s been naturally on top of things since 2004 and we’re not at all surprised that our customers simply love her. Not only is she in the super nice category of people, but she also has the memory of an elephant. She remembers your history, she understands your business, the ups and the downs and she has a solution for almost any issue right at hand.

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09.THE PEOPLE BEHIND

THE FAMILAR FACES OF SOYACONCEPT

The Design team Our design team is where the magic happens. This is where our collections are created and the visual direction is set. Our designers work closely together on creating six yearly collections filled with styles that are easy to love. If you know a little about us, you also know that our collections are a joyful mirage of colours and light-hearted prints. Our designers are a close team that has been here for many years, and they know the soyaconcept woman we dress.

Sanja Ziga, Designer Designers create and inspire, and this is truly what Sanja does. As a designer, Sanja is creative and with her many years in fashion she knows how to spot the new tendencies, has a keen eye for detail and knows exactly how to combine every garment to make it look its best. You know that type of woman who can wear anything and look like a million – that’s Sanja. With her confident style and her positive personality, you just can’t help to feel inspired being around her – just what a designer should do.

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09.THE PEOPLE BEHIND

THE FAMILAR FACES OF SOYACONCEPT The winning combo: Pattern Design & Buying Our pattern design team and buying team may very well take the prize for “strongest guarantee for quality”. Mette Kobberø and Heidi Dahl are the backbones of these impactful teams. As a pattern designer, Heidi ensures the fit and shape, while Mette proudly puts her signature touch on our fabrics, colours, prints and trim. More sustainable suppliers Heidi and Mette can vouch for each and every soyaconcept style. Involved from the very second a style is born, Heidi ensures that each supplier has the ability and the certificates to live up to our high supplier demands. The Heidi & Mette team is your guarantee for legislation, sustainability as well as the approval and inspections of the actual production sites. E-com & Marketing: Supporting your business. Our E-commerce department and webshop are relatively new but already highly effective. This is where you’ll meet Britt Kristensen and Henriette Sonne Laue, among others. These structured and impressively efficient people support you and your business. In a very short timeframe, our E-commerce department has established a strong reputation as great planners with an equally great data structure as well as an enviable ability to react very fast season after season.

Meet Henriette & Britt, Marketing “Having an on-point online presence is crucial. I come here every day to optimise, to learn from the data and make the most out of the information and possibilities we have.”

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10. WHY CHOOSE US

A FEW GOOD REASONS FOR PARTNERING WITH US •

Low entry prices, high-quality & guaranteed competitive prices.

Fixed & personal salesperson.

We know the business and the dos and the don’ts.

Doing business with us is uncomplicated.

Ready-to-go marketing

Sustainable fabrics at no extra cost for you.

HIGH QUALITY COMPETITIVE PRICES

MORE FOR LESS

TRUSTED PARTNERSHIP

We’re proud of our high-quality fabrics, designs and products, and we guarantee competitive prices.

We strive to give you more than you asked for. Or at least give you more for less.

We work hard for close, trusting and long-lasting partnerships. Knowing how we best can help your business is our top priority.

SUSTAINABLE LOW PRICES

HIGH MARK UPS

SIX COLLECTIONS A YEAR

We incorporate more sustainable fabrics and products with every collection at no extra cost.

Your business is our business. We always offer high mark ups.

Each collection is made for the season and for transitioning between seasons.

LOW ENTRY PRICES

WE’RE RIGHT HERE

READY TO GO MARKETING

Your business is important to us, which is why we offer low entry prices.

You can always get a hold of us. We pick up, we hit reply and we call back. Always.

We deliver marketing packages for a solid online and offline presence.

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11. MARKETING

HERE YOU GO: IMPACTFUL MARKETING As much as we would love for every style to simply sell itself, we know that marketing - writing the right words and displaying the right images - is a must-have for your business. That’s why our marketing team and designers work very closely to ensure the right story is being told, the right benefits of the dress, the fabric, the look is portrayed desirably for you to easily recreate in your own space. Pull all data, product descriptions and images from our user-friendly image portals. Our marketing is created to strengthen your business. •

B2B & B2C

Digital Marketing Package: Packshots, E-com & Campaign Pictures, Videos, Product Descriptions

POS Marketing packages

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12. SALES REPRESENTATIVE

Our roots are in Scandinavia, but we act internationally in all business aspects. We operate our distribution through our own dedicated salesforce and a very strong network of partners, distributors and importers. Soyaconcept is well represented and positioned in more than 3000 retail outlets. Head office: Denmark Sales office: Sweden,Germany, Austria, England. Partners:

Norway, Finland, Benelux, Italy.

Distributors:

Spain, Poland, Iceland, Canada, Switzerland.

Importers:

Greenland, The Faroe Island, The Baltic States, Ireland, Luxenburg, Slovenia, Croatia &

The Middle East.

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13. CONTACT

Head office Denmark: Soya Concept a/s Under Broen 1 DK-6400 Soenderborg Denmark T: +45 7312 1640 info@soyaconcept.com www.soyaconcept.com

Social Media:

#soyaconcept

S OY A C O N C E P T

@soyaconcept

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