WHAT'S THE STORY
Do B e t t e r – Rh y t h m
360CASHMERE
WELL-ROUNDED 360Cashmere has something for every taste. What makes the collection so successful, however, is customer proximity - also in terms of delivery rhythms. Text: Nicoletta Schaper. Photos: 360Cashmere
Claudia Flessa believes that 360Cashmere still has enormous potential.
C
laudia Flessa has just delivered 360Cashmere’s holiday collection and is very enthusiastic about the feedback. “It’s amazing how well 360Cashmere is received. Many retailers have already placed repeat orders, because some items were sold out almost immediately.” COMPLETELY SOLD OUT
360Cashmere celebrates its tenth anniversary in January. Flessa’s eponymous fashion agency has been involved in establishing the collection, which is designed by Leslie and Bruce Gifford in LA, in the German-speaking market right from the start. “360 represents a circle that covers the entire spectrum of fashion from classic to athletic,” she explains. “Even the basics always have a certain twist that appeals to many women between 18 and 70 years of age. That’s certainly one of the secrets of 360Cashmere’s success.” Another success factor is the delivery rhythm. The three annual collections (autumn/winter, holiday, and spring/summer) are delivered on seven to eight dates. The spring/summer collection, for example, presents light cashmere in summery shades, as well as t-shirts and tops made of cotton and linen. In November and December, the holiday collection features fresh colours and thinner cashmere qualities - perfect for the transition. “Some customers were initially overwhelmed by the many delivery dates, but they soon changed their minds when they realised the benefit of being able to present new goods at all times. Retailers also appreciate the fact that they can re-inject merchandise flexibly,” says Flessa, who re-orders from LA every Friday. Customer proximity, however, already begins in the American family business. “Leslie and Bruce always have an open ear for the respective markets and pay close attention to our input on what is performing well and what is still needed,” Flessa gushes. The price is right, too. At a mark-up of 2.8, purchases prices for finest cashmere sweaters range from 80 to 130 Euros, while coats can cost up to 296 Euros. 116
style in progress
A brand to keep an eye on: 360Cashmere is among the most successful brands in the market.
EYE ON THE CUSTOMER
International retail customers include Saks Fifth Avenue, the Italian Follie Follie Group, and Selfridges. 360Cashmere has 150 points of sale in the German-speaking market, including Apropos, Jades, Reyer, Fidelio, Pesko, Breuninger, and Myclassico. “The brand still has potential, which is why we intend to expand sales selectively,” Flessa reveals. “We always have an eye on the customer, for example by informing two local retailers about what the other has ordered. We continue to focus on customer service and ensuring that everything runs smoothly. We believe in total customer proximity.”
