PA R T T W O N E W I N I T I A T I V E S 1
THE HISTORY Part Two was established in Copenhagen, Denmark in 1986. Inspired by the New England style, the brand introduced a classic look aspiring women to dress in beautiful and comfortable clothing. With its New England influence, Part Two reflected an active and healthy lifestyle. From the beginning the brand enjoyed great success. With 28 years of experience Part Two still creates high quality fashion products for real women living real lives. In July 2014, Part Two became part of the successful brand portfolio of DK Company one of Europe's biggest suppliers of fashion and lifestyle brands. This has strengthened Part Two's position as one of the leading players in the midmarket segment in Scandinavia. 2
VALUE PROPOSITION Part Two s products offer a strong combination of features: A timeless STYLE that is casual, natural and authentic A great FIT that makes her feel good A credible QUALITY expressed through fabrics and craftsmanship A possibility to buy in to a BRAND at an attractive PRICE 3
COUNTRY OVERVIEW WHOLESALE/FR 13/14 COUNTRY SET-UP % OF SALES 1. NORWAY AGENT 31 % 2. SWEDEN 2 SALES PERSONS 17 % 3. CANADA OWN (ERIK) 13 % 4. UK 2 SALES PERSONS 13 % 5. DENMARK 2 SALES PERSONS 10 % 6. FINLAND 1 SALES PERSON 4 % 7. IRELAND AGENT 4 % 8. SPAIN DISTRIBUTOR 2 % 9. GERMANY AGENT 2 % 10. SCHWEIZ DISTRIBUTOR 2 % 11. BENELUX AGENT 1 % 12. OTHER 1 % 4
HEADLINE SALES INITIATIVES TO EXPAND THE DISTRIBUTION DEFINE POTENTIAL NEW MARKETS FOR 15.07 (ITALY, FRANCE) INVESTING IN FAIRS CIFF COPENHAGEN PANORAMA BERLIN PURE LONDON OSLO FASHION WEEK STOCKHOLM FASHION WEEK MODEFABRIEK AMSTERDAM (CONSIDERING) IMPLEMENTATION OF SOFT SHOP CONCEPT THE GOAL IS TO IMPLEMENT 8 10 SOFT SHOPS ON 15.07 RAISE THE AVERAGE ORDER DUE TO 4 NEW COLLECTION INITIATIVES 5
HEADLINE COLLECTION INITIATIVES 1. CONTINUING THE NEW PRICE- STRUCTURE INTRODUCING JEANS TO THE MARKET 2. 3. EXPAND THE KNITWEAR CATEGORY EXPAND THE OUTERWEAR CATEGORY 4. 6
COLLECTION INITIATIVE 2 INTRODUCING NEW JEANS CONCEPT FROM PRE-FALL 2015 DIFFERENT FITS AND WASHES FITS FOR ALL SHAPES AND BODIES FOCUS ON TARGET GROUP MATURE WOMEN NEW AND DELICATE LABELLING JEANS HISTORY SOLD 1800 PCS. AUTUMN 1407 THE POTENTIAL IS HUGE! 7
HEADLINE FOCUS ON DETAILS NEW JEANS LABELLING Din brødtekst ind her. Consectetuer adipiscing elit, diam nonummy nibh euismod tincidunt ut laoreet dolore magna aliquam erat volutpat. Ut wisi enimad Te feugait nulla facilisi. Nam liber tempor cum soluta nobis eleifend option congue nihil imperdiet doming id quod mazim placerat facer possim assum. Typi non habent 8
EXPLAINING THE FIT TO GET SUCCESS IT IS CRUCIAL, THAT OUR CUSTOMERS CAN UNDERSTAND THE DIFFERENT FITS AND PICK THEIR FAVOURITE! THIS IS WHY WE HAVE DESIGNED OUR NEW JEANS LABEL PROGRAM 9
HEADLINE COLLECTION INITIATIVE 3 KNITWEAR OUR STRONGEST AND MOST IMPORTANT CATEGORY 58.000 PCS. SOLD FOR 1407 (33% OF TOTAL TURNOVER IN PCS.) MANY WHOLESALE CUSTOMERS CONSIDER PART TWO TO BE THEIR MOST IMPORTANT KNITWEAR SUPPLIER KNITWEAR IS THE ESSENCE OF THE PART TWO DNA AND HAS A PROVEN RECORD AS A BESTSELLER CATEGORY FOR AUTUMN AND WINTER COLLECTIONS WE WILL FOCUS ON EXPANDING THE RANGE OF STYLES AND QUALITIES 10
COLLECTION INITIATIVE 4 OUTERWEAR HUGE POTENTIAL 11.000 PCS. SOLD FOR 1407 (6% OF TOTAL TURNOVER IN PCS.) WE CAN DO BETTER INCREASING OUTERWEAR RANGE LOWER GROSS MARGIN THIS IS A FURTHER INITIATIVE TO INCREASE AVERAGE ORDER SIGNIFICANTLY 11
HEADLINE MERCHANDISE FLOW NUMBER OF STYLES Collection Spring Collection Summer Collection + Prefall Autum Collection Winter Collection + Pre-Spring Main Collection xx.01 xx.03 xx.07 xx.09 PRE PRE Month Jan Feb Mar Apr Apr May Jul Aug Sep Oct Oct Nov Caps 1A 2A 3A 3B-4A 4A-4B 5B 7A 8A 9A 9B-10A 10A-10B 11B Split per capsule 33% 34% 33% 45% 34% 21% 33% 34% 33% 50% 45% 5% Basic Core Profile 33% 34% 33% 20% 45% 35% 33% 34% 33% 20% 45% 35% Pre-order Number of Styles 155 130 35 155 130 35 Number of Access. 20 10 5 20 15 5 Total Size of collection 175 140 40 175 145 40 SSP Instock - Never out os stock 15-20 styles 15-20 styles Express Express 15-20 styles 15-20 styles 12
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MARKETING BRAND POSITIONING POSTITION PART TWO AS THE POSITIVE LIFESTYLE FASHION BRAND THAT IS DESIGNED FOR AUTHENTIC MOMENTS COMMUNICATE DIRECTLY WITH TARGET GROUP: WOMEN AGED 35-50, FEMININE, ROMANTIC, PRACTICAL, FAVOUR THE SINCERE AND TIMELESS AND ENJOY GOOD THINGS IN LIFE NOT TOO FASHIONABLE, NOT TOO YOUNG, NOT TOO EXPENSIVE 14
MARKETING FROM FASHION TO LIFESTYLE POSITIONING Where we come from (2012/13) 15
MARKETING FROM FASHION TO LIFESTYLE POSITIONING Today (2014) 16
MARKETING SALES CHANNEL FOCUS WHOLESALE: NEW CUSTOMERS INCREASED PARTICIPATION ON FAIRS EXISTING CUSTOMERS: DEVELOPMENT OF SHOP IN SHOPS & SOFT SHOP CONCEPT FOCUS ON BRAND BUILDING/MEDIA SPEND AND PR INITIATIVES ON SCANDINAVIAN KEY MARKETS (LIMITED ACTIVITIES) 17
MARKETING SALES CHANNEL FOCUS RETAIL DELIVER MATERIAL AND MERCHANDISE/MARKETING SUPPORT TO INCREASE SELLING OUT OF PART TWO PART TWO MERCHANDISING SELL OUT FOCUS IN COMPANYS ENSURE BRAND VISIBILITY IN RETAIL COMMMUNICATION BOTH COMPANYS AND CONCESSIONS PART TWO ADVERTISING ÅHLENS SWEDEN PART TWO NATIONAL ADVERTISING SELL OUT FOCUS IN COMPANYS 18
NEWSLETTERS WEBSHOP MARKETING SALES CHANNEL FOCUS: E-COMMERCE: DESIGN NEW WEBSITE JAN 2015 NEW CUSTOMERS - FOCUS ON HIGH TRAFFIC TO WEBSHOPM AND INCREASE ACTIVITIES ON SOCIAL MEDIA FACEBOOK AND INSTAGRAM INCREASE SIGN UPS FOR NEWSLETTER (SIGN UPS TODAY: 15.000) EXISTING CUSTOMERS - FOCUS ON HITRATE AND BASKETSIZE AND INCREASE OPENING RATES, INCREASE CLICK TRHOUGH BY OPTIMISING CONTENT AND LAYOUT 19
MARKETING SALES CHANNEL FOCUS: PR/SOCIAL MEDIA: - PR SETUP FROM COPENHAGEN - COVERING DENMARK, SWEDEN AND NORWAY - FULL PR FOCUS IN DENMARK PR FOCUS ON SELECTED MEDIA IN SWEDEN AND NORWAY - AMBASSADOR PROGRAM TO BE INITIATED - DESIGN COLLABORATION WITH NORWEGIAN ARTIST CATHRINE KNUDSEN FOCUS ON NORWAY, BIGGEST WS MARKET - INCREASED FOCUS ON BOTH INSTAGRAM AND FACEBOOK FOR BRAND AWARENESS AND POSITIONING (MAINLY DRIVE TRAFFIC TO WEBSHOP) INSTAGRAM: 2551 FOLLOWERS FACEBOOK: 4664 LIKES 20
Hang tags and labels explaining the fit 21