WHAT'S THE STORY
Do B e t t e r – R e n e wa l
STRENESSE
FEMININE AND EASY
Strenesse hopes to return to old strength with a new owner and new players in all key positions. It seems to be working, as the collection plugs a gap in an otherwise saturated market. Text: Martina Müllner-Seybold. Photos: Strenesse
T
he new Strenesse prefers quieter tones. Financier, management, designer nobody is eager to seek the spotlight or make headlines. Maybe because the fashion experts in Nördlingen know that light comes with shade. Thus, they enjoy their success in silence. Everything has come together beautifully; the brand can draw strength from this. “We have preserved the DNA of Strenesse, but re-interpreted it in a contemporary manner. Quality, purism, and femininity remain, but we have freed ourselves from everything that no longer meets these criteria from today’s perspective,” says Micaela Sabatier, the CEO of Strenesse New GmbH. UNDERSTANDING WOMEN
Instead of embodying one “super-woman”, Strenesse is now keen to embody women in all their diversity. “The typical Strenesse women according to conventional attributes probably doesn’t exist. We don’t address a specific class or age group. We want to serve a lifestyle. Our target group is self-confident and smart. She is a power woman who proudly emphasises her femininity and is fashion-conscious. She wants to be perfectly dressed for all occasions, but never over-dressed. Our commitment to femininity, as well as the claim to offer optimal fits and cuts, takes this into account. It makes no different whether our customer is 25 or 65,” Sabatier adds. The brand itself also avoids compartmentalisation quite deliberately. “We don’t want to occupy a niche; we strive to be a brand for all who live this lifestyle, value quality, appreciate the finer things in life, and enjoy aesthetics.” DRESSING WOMEN
What these women have in common is that they have found their style and are capable of skilfully varying it with a wardrobe consisting of two elements: timeless favourites and seasonal highlights. These two categories make sense for 170
style in progress
Micaela Sabatier, the CEO of Strenesse, can draw from years of industry experience and knows how her clients think.
